Ethnographic research involves observing natural consumer behaviours in home or retail settings, and can uncover extremely valuable, true-to-life insight, and help to identify and analyse unexpected
In a retail setting, ‘accompanied shops’ are a useful tool to gain an in-depth picture of a consumer’s shopping behaviour. By accompanying and observing the shopper as they make their way through the store and browse the fixture, we can get a true-to-life and in-depth view of the consumer’s shopping and consuming behaviours.
In-home ethnographic research provides a wealth of opportunities to get close to the consumer. Cupboard trawls and cooking sessions can all be videoed, and we can also employ mechanisms to include relatives and friends, and extensive multi-media pre-tasking.