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Reveal profound insights that cultivate meaningful brand connections by engaging with your target audience in their authentic environments.
Ethnographic marketing research serves as a powerful conduit for understanding the intricacies of what, how, and why people consume, unraveling the social dynamics of consumer behavior. This methodology empowers marketing researchers to witness consumers forging connections with a brand within their cultural context. The primary aim of ethnographic marketing research is to unearth insights into the social fabric of consumer behavior—exploring elements such as the hierarchy of cultural values subscribed to by consumers and how the brand functions as a marker of social relationships.
Through ethnographic research, potential challenges and adverse perspectives about your brand come to light, paving the way for the identification of viable solutions. This immersive approach offers a genuine glimpse into the consumer experience, providing valuable information that goes beyond surface-level observations.
Ethnographic marketing research serves as a powerful conduit for understanding the intricacies of what, how, and why people consume, unraveling the social dynamics of consumer behavior. This methodology empowers marketing researchers to witness consumers forging connections with a brand within their cultural context. The primary aim of ethnographic marketing research is to unearth insights into the social fabric of consumer behavior—exploring elements such as the hierarchy of cultural values subscribed to by consumers and how the brand functions as a marker of social relationships.
Through ethnographic research, potential challenges and adverse perspectives about your brand come to light, paving the way for the identification of viable solutions. This immersive approach offers a genuine glimpse into the consumer experience, providing valuable information that goes beyond surface-level observations.
Our approach sets us apart by allowing clients to gain a window into the lives of consumers by adhering to the following principles and techniques:
Thorough screening to understand respondents’ background story before entering their environment.
Handpicking respondents with whom to deep dive further.
Focused, high volume contact - multiple regular conversations before meeting to build trust and rapport.
Empowering respondents with programme objectives, and not being afraid to “go with the flow”
Add-ons and variations: using homework, scrapbooks, paper diaries, online diaries, video diaries – so ethnography respondents can evidence behaviors, perceptions and attitudes when we’re not with them.
Experienced researchers to make sure respondent is comfortable in sharing detail about their lifestyle, environment, behavior – whatever their normal may be.
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