Ethnographies
Ethnography is simply the study and observation of people in their natural environments, such as their homes, workplaces, or public places. During the ethnographic process, the interviewer interacts with and/or observes individuals as they experience or use a product or service.
Ethnography will yield product and service insights not possible with the more traditional qualitative methodologies. This is because actual behavior is being studied, as opposed to reported behavior, and the behavior is occurring in the natural environment. The moderator is able to explore:
- Underlying feelings about selection
- Untapped emotional connections
- Product optimization opportunities
- Possible problem areas
Clients use ethnographies to better understand their customers’ relationships with their products and services, as well as the physical surroundings in which the products are purchased or used. This information is invaluable in strategic planning, product and service development and creative ideation, as well as in gaining deeper insight into user behavior and feelings.
Ethnographic studies can be conducted in different forms:
- Active observation of lifestyle, product purchases and usage. Designed to elicit information on values, personality, attitudes, social and cultural context, and brand perception.
- Tag-a-long shopping experiences in which an experienced moderator accompanies a consumer during a shopping trip. Tag-a-longs allow the moderator to observe consumers’ shopping behavior in its natural context and probe regarding specific product and service offerings
- Diary studies in which consumers keep records (written, audio or video) of their interactions with products or services.
