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.

Focus groups
USABILITY TESTS
In depth interviews
Creative focus groups
Pop Up Communities
Etnography
WAR GAMES
Co-Creation
Psychodrama
ALTERNATIVE GROUPS
Espresso shot research
Customer experience