Ethnography, sometimes referred to as the deep dive or customer visits, has been gaining popularity in recent years and is extremely useful in gaining rich consumer insights. Ethnography involves spending time with your customer immersed in their daily life. It can cover just a part of the customer journey, as in mystery shopping, through to the complete customer experience.
Observers can learn a great deal simply by watching customers in their natural habitat, as they use a particular product or service or try to complete certain tasks (e.g. cooking and mealtimes, DIY projects, shopping, watching TV etc).
Quantitative observational research is often essential. Take retail for example where footfall of shoppers entering the store, or window-shopping can vary dramatically depending on the season and shop window display.
Beyond traditional observational techniques, Vision One offer several bespoke filming and video research products and services:
- Life logging
- In-home videoing and video diaries
- In-store video and observation
- Eye tracking
For more detailed analysis of how people interact with products and brands in and outside the home, we also offer eye-tracking research services.
If you would like to discuss a particular study you have in mind, or find out more how ethnographic research companies like Vision One can help you, then please get in touch with Victoria using the form below or call 0203 693 3150.