Ethnography
Ethnographic Research and Observation
To observe is to absorb the world’s secrets, hidden in plain sight
The Power of Ethnogaphy and Observational Research
At Vision One, we like to combine innovative techniques with traditional methods to explore new ground and reveal a richer, deeper understanding of your brand, markets, customers and culture.
Ethnographic research is a qualitative research method that involves studying people and cultures by observing them in their natural environment. Sometimes referred to as ‘deep dive’, is an increasingly popular approach that gains rich consumer insights, often over an extended period of time.
Ethnography gets you closer to the truth. It immerses you into your consumers’ daily lives, exploring key parts of the customer journey – in or outside the home.
Ethnography focuses on discovering new insights and ways of thinking and is perfectly suited to innovation and new product development. Observing and videoing people in their own environment gives you a very real insight into their experiences. So, expect eureka moments, game-changing discoveries and flashes of inspiration.
Benefits of Ethnographic Research
Watch as participants explore or use a particular product or service, or try to complete certain tasks (e.g. cooking and mealtimes, DIY projects, cleaning, beauty & makeup, shopping, watching TV etc). It answers questions you didn’t know existed, highlights obstacles and barriers to use and inspires opportunities for development, improvements and change. Being able to ‘see’ your consumers in their own environment gives a very real reflection of how they interact with that environment.
Identifying new ideas and opportunities
Understanding the customer journey
UX Usability and Product Testing
Bringing insights and stories to life
Types of Ethnography
Bringing you closer to the consumer and avoiding the pitfalls of ‘claimed behaviour’ (the say-do gap) arms you with sound insight. Leading to confident strategic decisions and a great ROI. Ethnography includes:
Life-logging and photo compilations
Mobile ethnography
Diaries and video diaries
Traffic counting
In-store shopper observation
In-home audits (larder, rubbish, shopping receipts)
Social media investigations and audits
Online website and app behaviours
START YOUR JOURNEY TODAY
If you are curious to know more about ethnography, ISO accreditation, how we could work together or how our insights can grow your business, then please give call us on 0203 693 3150 or use the contact button below.
