Ethnographic Studies

Why and when?

• To see the genuine behaviour of consumers in their natural setting
• To get to know consumers' habits, values and beliefs, social environment, everyday activities, non-verbal communication and other elements hard to describe objectively

What do you get?

• A description of the aspects of everyday life that exert a significant influence on needs: space, daily rituals, the social environment, traditions and models, values, aspirations
• Identifying needs that are not being satisfied
• A description of potential areas for new products, identifying their competitive setting

How?

• Studies are conducted in the respondents' natural setting
• Often involving a few techniques: observation, in-depth interviewing, and analysis of objects or actual states