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.
Brandspeak provides two different types of 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.
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.