When and Why Your Business Needs Consumer Ethnography Research

Here at SIVO, one of our targeted solutions to your business challenges is ethnographic research. But what exactly is ethnography research? And why do you need it? Let’s take a closer look.

What is Ethnography?

Ethnography is a flexible, qualitative research method that can be adapted to fit different audiences, markets, learning objectives, and environments.

Ethnographers immerse themselves in the natural environment of their research participants (home/office), and then observe their behavior. They also conduct an intimate one-on-one interview (usually lasting around 2 hours in length) with the respondent, where they learn about the life, values, beliefs, and attitudes of the consumer. When you need to develop a deep understanding of your audience by hearing their stories and truly learning about their lives, an ethnography consultancy may be the right fit for your consumer research and insights needs.

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What are The Benefits of Ethnography?

Because ethnography research is conducted in the comfort of the consumer’s home or workspace, valuable insight is shared in a more truthful and open manner as compared to focus group research settings.

This up close and personal observation is critical because ethnographers can both witness and understand what consumers actually do on a daily basis, versus what they say they do.

There is also an opportunity to interact with the family and friends of the participant, to gain a more complete picture of his/her life. Engagement on such a personal level creates the foundation for intimate and empathetic consumer learning, which could prove valuable to a brand for years to come.

In addition, videographers can capture the ethnographic interviews and key moments with research participants, such as pantry tours, product interactions, and family meals. This video footage can then be translated into a powerful highlight reel to share with your marketing, design, or sales teams; to build empathy and gain a better understanding of your consumers.

What Key Questions Can Consumer Ethnography Answer?

Ethnography research is the perfect research tool to help you understand your audience, their mindset, their daily experiences, and their relationship with your product/service.

If you want to know how to frame your brand message in order to connect effectively with consumers, an ethnography consultancy will help provide the insights you need to craft a clear message.

You can also recognize ways to improve your product/service, while spotting potential product innovation opportunities. Additionally, ethnography can help you answer questions about your competitor and their core audience, as well as reveal opportunities for differentiating your brand.

How SIVO Can Help Your Business

Ethnography provides a unique, crucial perspective on how your brand fits into the actual lives of your consumers. So, if you’re ready to tackle your business challenges and discover powerful insights that will help move your business forward, ethnography might just be the missing research tool you’ve been looking for.

We specialize in providing businesses with valuable insights through ethnographic research. Our team of experienced researchers has the skills and knowledge needed to conduct in-depth studies of your customers’ behavior and preferences.

We use a variety of ethnographic research methods and our researchers are skilled at interpreting the data gathered through these methods and can provide you with actionable insights that you can use to improve your business.

We work closely with our clients to ensure that our research is tailored to their specific needs. Whether you are looking to develop a new product or service, improve your marketing strategies, or gain a deeper understanding of your customers, we can help.

Contact us today to learn more

Contact SIVO today to learn about our ethnographic research services and discover what ethnography can do for you.