Ethnographic Market Research
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.
What are the Benefits of Ethnographic Research?
What are the ain Types of Ethnographic Market Research?
Brandspeak provides two different types of 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.
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
What Clients Say About Our Agency
You will be in good Company
Subscribe to our newsletter and be the first to know about our updates