Ethnographic research involves in-the-moment observation of consumers undertaking brand related tasks at home or on the move. It’s role is to provide first-hand understanding of how and why consumers behave as they do.

Ethnography paves the way for the development of new product, service, packaging and customer experience innovations.

Brandspeak provides two different types of ethnography:

Accompanied ethnography

A trained ethnographer accompanies the subject as they undertake specific tasks.

The ethnographer may conduct pre- and / or post-task interviews with the subject, but observes in silence whilst the activities are undertaken.

Or, the ethnographer may ask questions throughout the activity, to gain greater understanding of the subject’s thoughts and behaviours as they are occurring.

Auto-ethnography

The footage is then uploaded to Brandspeak’s digital platform for analysis, following which focus groups or depth interviews may be convened to explore the results further.

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What ever your market research goal, whether you need to develop your brand, bring a new product to market or you want to find out what your customers think we can help.

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