Ethnographic Market Research

Gain a first-hand understanding of how and why consumers interact with your brand with in-the-moment ethnographic research.
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research

Our Research Methods

Qualitative

What is Ethnographic Research in Marketing?

Brandspeak has been providing ethnographic research since 2004.

Ethnographic market research is observational research, whereby market researchers monitor B2C and B2B consumers going about their daily activities in real time.

The purpose of ethnographic market research is to build an accurate and detailed picture of how consumers think and behave whilst undertaking specific tasks, like searching for and ordering goods online, doing the weekly supermarket shop, or selecting a new mobile phone and tariff.

The findings are typically used to inform the development of new products and services, as well as to improve existing ones. They are also used to improve the user’s experience, or create more effective levels of customer service.

Ethnography paves the way for the development of new products, servicespackaging and customer experience innovations.

What are the Benefits of Ethnographic Research?

Whilst other forms of market research rely on customer recall to determine how members of the target audience were behaving and thinking at a given moment in time, ethnographic research enables that activity to be captured accurately and in real time. This dramatically increases the granularity and richness of the research findings, whilst reducing the chance that elements of the experience are simply forgotten or mis-reported by respondents.

What are the ain Types of Ethnographic Market Research?

Brandspeak provides two different types of ethnography:

Auto-ethnography

Subjects use a mobile phone or other handheld device to capture their brand-related activity, often providing a commentary as they do so. The footage is then uploaded to Brandspeak’s digital platform for analysis.

An auto-ethnographic research approach is sometimes supplemented by workshop-style qualitative research.

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 asks questions throughout the activity, to gain greater understanding of the subject’s thoughts and behaviours as they occur.

Participants are typically videoed during the study. The outputs are then used extensively for analysis, as stimulus during any subsequent workshops and to create highly visual material for the debrief. Participants may be brought together in a workshop afterwards to review.

When Should You use Ethnography

Ethnographic market research should be considered by brands that are:

  • Seeking to identify a way to disrupt an existing, marketplace with a new product entry
  • Looking to differentiate an existing product or service
  • Considering entry into a new market
  • Looking to create a new marketplace

Your Challenge

Find our how out research can help your business

What ever your market research goal, whether you need to develop your brandbring a new product to market or or optimise your customer experience delivery – we can help.

Get in Touch

If you have a potential project you would like to discuss : +44 (0) 203 858 0052 on at enquiries@brandspeak.co.uk

Ethnography Research Brand Speak Market Research

What Clients Say About Our Agency

Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
Ethnography Research Brand Speak Market Research
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