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Ethnographic Research


Observing consumers undertaking tasks and using your solutions.  Ethnographic research provides detailed understanding of how and why they behave as they do.

What methodologies do we offer, and why should it be considered?

Ethnographic research enables clients to effectively develop new products, services, packaging and customer experience innovations.

We provide two key types of ethnographic market research to our clients...

Auto-ethnographic research:

  • The research participants uses a device to capture their experience of a brand, be that using the products, observing it in use or reacting to it once it has been used.  During this time they also provide their own commentary and feedback on the experience.

  • Obtaining this information gives us unbiased and real feedback on a product or service, from the mouth of the user.  It is extremely effective at obtain candid and honest feedback as it puts the participant in a comfortable position for providing feedback.

  • These approaches are suitable for clients who wish to enhance current levels of customer experience delivery; or improve levels of acquisition, retention and satisfaction.

  • They are also useful in discovering the optimal level of customer experience for anew product or service – one that will deliver positive levels of customer satisfaction whilst avoiding over-investment a solution.


Accompanied ethnographic research:

  • With this approach, a trained research accompanies the subject as they undertake specific tasks.  The researcher may conduct pre- and post- tasks with the participant, but will also observe them as they conduct the core task e.g. unpacking a product, using a web-site, registering for an app/website etc.

  • In some cases, the researcher may ask questions throughout the tasks to gain greater understanding of their thoughts and behaviours as they are occurring.

  • 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. 

See how these approaches can be used to undertake different forms of research ->


Please get in touch with a member of the team to discuss your requirements.

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