Preferred Methodologies - Consumer Immersion (Ethnography)

Breaking the boundaries between us and the consumer

Moving closer to the point of:

•  Product usage
•  Product consumption
•  Product purchase

and away from:

•  Conventional/artificial interviewing environment to avoid unnaturalness and superficiality

Why Ethnographic observation:

•  Actions can speak louder than words
•  Richer meanings implicit in behaviour

Observations allow you to see……

•  How a product/brand fits into everyday life
•  How a product/brand is given meaning by consumers
•  How or when a product/brand makes a difference in human terms