Ethnographic or Immersion Studies
Ethnographic studies are highly-detailed explorations of why and how consumers think and behave the way they do. The researchers literally become immersed in the subject’s lives, meeting in their homes, exploring their cupboards and closets and generally getting “inside their heads”. We have conducted ethnographic studies to reveal fundamental changes in consumer attitudes in order to forecast macro market shifts and, on a micro level, we have used immersion research to explore and improve product attributes for new product concepts.
Some of the ethnographic techniques we have employed are:
- Single and group interviews
- In-home interviews
- Shopping diaries
- Lifestyle diaries
- Photographic collages and documentation
- Audio and video recordings
- Product usage diaries
- Longitudinal interviews
- Projective psychological techniques