Ethnographic Research

Ethnographic research is a survey method using the technique of participant observation to gather information, usage and consumption behaviour, in a given target and in given contexts.

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How does the ethnographic research service work

Conducting Ethnographic research means becoming part of what you intend to study in order to collect, in the most natural and truthful way possible, a set of data and information that allow understanding of the target and the context under investigation.

The researcher goes to the home, shop, office, street, means of transport, to a shopping centre, a meeting place, etc. precisely because the context itself is the object of investigation and a source of essential information for the purposes of the analysis. By using the technique of participant observation, the researcher can detect and grasp the symbolic and relational interactions between the different subjects in the reference context or environment.

Thanks to psychological and sociological skills, but also to cultural and anthropological information and background, the researcher will be able to place the observations in an exhaustive and in-depth investigation framework, rebuilding from the inside the symbolic world and the relational dynamics of the group, of the observed community.

The framework of analysis thus provided will lead to the development of ideas for practical interventions to foster behaviour in line with the strategic objectives of the research.

All you need to know about Ethnographic Research

Ethnographic research is an important marketing tool for all companies that need to know their consumers in depth, investigating even unconscious motivations pushing them to act and perform certain behaviours. The research aims to go beyond the act itself to grasp its true intentions, sometimes not expressed in words.

All this allows to catch insights that may represent business opportunities, focused on improving a product or service, optimise a shopping experience or generate new insights and new ideas for communication and the brand.

The contexts in which to carry out an ethnographic survey may vary and range from mono-brand stores, supermarkets or shopping centres, but also streets, areas and meeting places, wherever one can and needs to observe people in a daily life context or environment.

We collect information directly in the field, observing people in their relationship with products and services to understand habits, behaviours and desires that they would never express.

We immerse ourselves in the context, group and community of interest to capture consumption patterns, spontaneous interactions but also the symbolic values and relational dynamics behind them.

We observe the target within its field of action and through active listening we turn the information emerging spontaneously into added value for the activity and the business.

Observation is supported by the use of video cameras and cameras that allow us to record content for later analysis and in-depth study.

It is a type of qualitative investigation that, with our support, enables to improve a product or service but also to capture the most effective communication keys.

Ethnographic research is a survey method allowing to understand consumers starting from their daily life context. It enables to get “inside consumers’ heads” to explain their behaviour and choices by going deep into their motivations – even the unspoken ones.

The purpose of ethnographic analysis is to shed light on the needs, desires, even unconscious necessities of the reference target and this is the most useful thing there can be for a company’s marketing activity.

Indeed, through ethnographic surveys one can grasp the possible gap between a need arising within the reference target and the possibility to meet it with what is available on the market. Hence important insights are derived to improve and enrich a company’s offer of products or services, or to optimise the message of a communication campaign or shopping experience.

Ethnographic research allows to design possible interventions aimed at fostering behaviours in line with the strategic objectives of the survey, within the group and the community under investigation.

Thanks to our experienced researchers – all with psychological and sociological background – we can conduct ethnographic surveys extensively throughout the country. Furthermore, thanks to our international partners we can also do this just as successfully in Europe and in the rest of the World.