Ethnographic Market Research
Discover consumers' unmet, unstated needs by experiencing their lives as they do.discover more
Discover consumers’ unmet, unstated needs by immersing yourself in their lives to experience things as they do. With ethnographic market research, you will better understand why people do what they do, versus focusing on what they say.
Applied Ethnography provides a comprehensive overview of behaviour by exploring the context in which it occurs. Our ethnographers help you understand where the heart of consumer strategy must lie—in the personal, social, or cultural realm.
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.
Cognitive interviews dive below the surface to go beyond the ‘say-do’ gap. This participant-led, non-directive interview style introduces less bias than other techniques. As a result, we identify unconscious frames, mental models, and latent needs most salient to consumers.
People cannot consciously articulate how they think about concepts, brands, or experiences at a deep level. Instead, our trained researchers generate implicit representations of meaning with participants – including metaphor, analogy, models, imagery, anecdote and other forms of non-literal language – thus enabling participants to communicate thoughts they are often not consciously aware of.
Combined with rigorous analysis, our experts deliver insight into what drives thinking and behaviour in the category, and provide the evidence required for effective, measurable strategy and meaningful change.
ethnographic market research
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.
Target new market audiences
Identify opportunities to influence behaviour
Consumer Behaviour Analysis
Leverage subconscious biases and barriers in decision-making to ‘nudge’ in the desired direction.
Human-centred Research & Innovation
Make smarter strategic decisions with our hub of hands-on experts at navATELIER.
Market Segmentation Strategies
Develop effective, targeted strategies based on distinct, stable, and deeply motivating needs
Optimize messaging with a predictive model leveraging the impact of communication elements
Uncover unconscious drivers of behaviour, which are stable, predictable, motivating, and most satisfying
Brand & Pricing Optimization
Optimize brand and pricing strategies with our highly predictive, pragmatic behavioural model that simulates real decision-making.
Ethnographic Market Research
Discover consumers' unmet, unstated needs by experiencing their lives as they do.
Strategic Foresight & Business Model Innovation
Innovate and build resilience by expanding your assumptions to imagine multiple futures.
UX Research Solutions
Generate and optimize solutions by exploring all aspects of your business that customers interact with
Visualize how people act, think, and feel during key interactions to improve and deepen engagement.
Brand Health Strategies
Enhance brand health and optimize brand positioning with future-oriented metrics
Crowd Intelligence™ Concept Testing
Get more accurate results—for less cost—than traditional testing using the predictive power of crowds.
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