Ethnography is the study of a population segment in its natural environment, to understand its values, attitudes, behaviors and the cultural factors that generated or are influencing them. It is a useful tool when we want:
– to learn what people actually DO rather than what they say or think they do
– to explore the reality of people’s lives by participating alongside them (at home, when shopping, traveling)
– to find insights (unmet needs, behaviors, actions) that can be exploited in a relevant and differentiating way in the development of products, services, packaging designs, advertisements
How ethnography helps marketers:
Explore areas for new product development on a more solid (footing) as spune mai degraba basis
Match products to deeply-embedded attitudinal and behavioural dimensions
Communicate a product’s value in the right way
Extend the life of existing products by modifying them as tastes and perceptions change.