One of the constant challenges clients face in the frenetic retail environment is staying engaged with the lifeblood of the business, its customers. What people say they do is not always what they actually do. Observing and engaging with people in their own environment facilitates real consumer insight, both behavioural and attitudinal.
Ethnography is about:
- In-home observation and interviewing
- Intercept interviews
- Tagging along for a specific activity eg. accompanied shops, nights out
- Photo and video diaries / journals, collages
- Client immersions offering senior executives a first-hand experience of how their consumers think and act, leading executives to challenge assumptions based on their world view. Immersions deliver a personal experience and unfiltered customer insight