Digital ethnography remotely engages with consumers at home or work, to understand the context in which they make decisions. It is also a great opportunity for companies to observe customers’ behavioural patterns, how they use your product or service, and the role it plays in their daily lives.
Our unique approach to digital ethnography integrates behavioural science, psychoanalytics, semiotics, and foresight to provide meaningful consumer insights. We also develop film reports and documentaries to bring alive consumer experiences. Video reporting is more compelling, digestible, and virtual-friendly than traditional reports. When shared in workshops and brainstorming sessions, they ensure the voice of the consumer remains at the core of strategic decisions.
Ethnographic market research observes consumers in situations that may not be controlled or too complex to be measured through quantitative data. Social, cultural, and systemic influences impact our decision making in ways that cannot be easily measured. Our team uncover insights that often lead to ideas and new innovations.
We also use ethnographic market research to develop compelling personas that help build empathy with your customers, as part of RESEARCH STRATEGY GROUP’s segmentation protocol.
Get in touch to learn more about how our applied ethnography and how you can better meet your customers’ needs.