Ethnography involves observing consumers in their natural environment which exposes the sights, smells, sounds, movements, and interactions of consumers. It reveals the unconscious and intuitive steps soften involved in product use and brand choice, which are sometimes not readily accessible to interviewing.
There are 3 different methods in ethnographic research that we use:
- Detached Observer – minimises overt camera presence by using remote fixed cameras
- Semi-participant Observer – casual within the household using hand-held camera and interacting indirectly with participants
- Participant Observer – using direct camera observation with close ups and engagement
Benefits of ethnographic research are:
- Observing consumers everyday lives – seeing, hearing, feeling, sharing
- Empathy – participating in consumers natural environment, grounding clients into everyday life ‘as it is lived’
- Bridging gaps between management and consumers – breaking down stereotypes
- Learning to observe
- Sharing access and discussion across client departments – marketing, sales, R&D, Packaging, advertising, PR, etc.
- Increasing fresh thinking and competitiveness
- Creativity – using observations to deliver ideas for better products and services – Wows and delights
- QRi outputs from ethnographic research are compelling video-clips and images of consumers living their everyday lives