Ethnographies are a type of market research that focuses on observing and documenting people’s cultures, behaviors, and lifestyles. Ethnographers typically spend extended periods of time living in the communities they study, in order to gain an in-depth understanding of their customs and beliefs. When adapting ethnographies to market research, a moderator will spend time at a participants home and may even follow them as they go about their daily routine. Some hybrid approaches to ethnographies include shop-alongs and in-depth interviews along with observation research. Ethnographies can be extremely valuable in getting a unique perspective that may have been taken for granted or not as evident in survey data or focus groups. By understanding the culture, challenges, and lifestyle of customers, patients, consumers, or members, brands can develop marketing strategies, products, or services that are more likely to resonate with them. Additionally, ethnographies can help brands to identify lucrative new market segments that may have previously gone unnoticed. As a result, market researchers who specialize in ethnography are highly sought-after by brands looking to expand their reach.
What are ethnographies in market research?
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About the Author: chanttel
Chanttel is the team “glue,” a.k.a. The Olinger Group’s Managing Director and Integrator. She presents with a big smile and a ready laugh, but she drives with a razor-sharp business mind and a strong vision.Since joining The Olinger Group more than 20 years ago, Chanttel has focused on developing a strong team and a collaborative work environment where everyone is encouraged to embrace “figure-out-ability.”