Here at Sivo Insights, one of our targeted solutions to your business challenges is ethnographic research. But what exactly is ethnography? And why do you need it? Let’s take a closer look.
What is Ethnography?
Ethnography is a flexible, qualitative research method that can be adapted to fit different audiences, markets, learning objectives, and environments.
Ethnographers immerse themselves in the natural environment of their research participants (home/office), and then observe their behavior. They also conduct an intimate one-on-one interview (usually lasting around 2 hours in length) with the respondent, where they learn about the life, values, beliefs, and attitudes of the consumer. When you need to develop a deep understanding of your audience by hearing their stories and truly learning about their lives, ethnographies may be the right fit for your consumer research needs.
What Are The Benefits of Ethnography?
Because research is conducted in the comfort of the consumer’s home or workspace, valuable insight is shared in a more truthful and open manner as compared to focus group research settings.
This up close and personal observation is critical because ethnographers can both witness and understand what consumers actually do on a daily basis, versus what they say they do.
There is also an opportunity to interact with family and friends of the participant, to gain a more complete picture of his/her life. Engagement on such a personal level creates the foundation for intimate and empathetic consumer learning, which could prove valuable to a brand for years to come.
In addition, videographers can capture the ethnographic interviews and key moments with research participants, such as pantry tours, product interactions, and family meals. This video footage can then be translated into a powerful highlight reel to share with your marketing, design, or sales teams; to build empathy and gain a better understanding of your consumers.
What Key Questions Can Ethnography Answer?
Ethnography is the perfect research tool to help you understand your audience, their mindset, their daily experiences, and their relationship with your product/service.
If you want to know how to frame your brand message in order to connect effectively with consumers, ethnography will help provide the insights you need to craft a clear message.
You can also recognize ways to improve your product/service, while spotting potential product innovation opportunities. Additionally, ethnography can help you answer questions about your competitor and their core audience, as well as reveal opportunities for differentiating your brand.
Ethnography provides a unique, crucial perspective on how your brand fits into the actual lives of your consumers. So if you’re ready to tackle your business challenges and discover powerful insights that will help move your business forward, ethnography might just be the missing research tool you’ve been looking for.
Contact us today to learn more about our ethnographic research services and discover what ethnography can do for you.