Ethnography
Ethnography is a discipline and a skill that requires more than the mere observation of consumers in-situation.
While an ethnographic-like approach to understanding people is critical, yet simple fly-on-the-wall observations, no matter how rigorously documented, are of limited use.
A true range and depth of insight emerge from a deep understanding of the environmental and socio-historical context in which behavior occurs.
When understood fully, Ethnography provides Opportunities that may not have been identified by a simple reportage of observed behavior.
The exploration of behavior and culture by immersing oneself in the consumer’s context is only half the story.
Equally important is the need to convert observations and anecdotal data into actionable stories.
While an ethnographic-like approach to understanding people is critical, yet simple fly-on-the-wall observations, no matter how rigorously documented, are of limited use.
A true range and depth of insight emerge from a deep understanding of the environmental and socio-historical context in which behavior occurs.
When understood fully, Ethnography provides Opportunities that may not have been identified by a simple reportage of observed behavior.
The exploration of behavior and culture by immersing oneself in the consumer’s context is only half the story.
Equally important is the need to convert observations and anecdotal data into actionable stories.
- This rich tapestry of consumer stories is our focus and our point of difference.
- Ethnographic story-telling helps marketers understand the lay of the land by navigating it first-hand, as opposed to reading from a map.
- This rich story-telling based on our ethnographic immersions and observations lead to powerful insights that consumers often can’t articulate.
- We believe that the discipline is incomplete without immersion into the culture, environmental and inherited traditions of the subject.
- It brings to life the consumers daily lived experiences, and the fit for a brand in their context, in vivid, granular, multi-dimensional and actionable ways.