“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle”

(Kevin Roberts, Saatchi & Saatchi)

 

About Ethnography

Is your current market researcher

  • Only see a trend with many figures, without deeper explanation?
  • Will create incomplete perspective and market opinion?
  • Does not explain why customers done or bought something?

Many companies are still using the conventional-quantitative survey as their main research tools. With Ethnography research, ETNOMARK give you deeper and sharper insights from qualitative research using data triangulation techniques. We dig out deeper and more meaningful stories on consumers-product relationship.

Ethnography is a study of people in their ‘native’ environments—where they live-work-shop-play. It is a set of complementary techniques developed within anthropology discipline that examines how consumers actually use and experience the brand to determine:

  • Patterns of usage
  • Current level of satisfaction
  • Unmet wants and needs and
  • Suggestions for improvement
  • The best way to communicate with consumers (marketing communication)
Ethnography Technique
  • Shadowing / Day-in-the-life

    Record to what extent the role of consumer products everyday life.

  • Observation and Unstructured In-Depth Interview

    Visit and observe respondents behaviour in their real setting.

  • Story Telling

    Encourage respondents to tell more stories about their experience with their brands.

  • Netnography

    Exploration through Internet: portals, blogs, mailing lists, social media and any other publication on the net.

  • Creative Focus Group

    Dynamic situation of discussion between respondents. They share their knowledge from different view and perspectives in the natural setting.

  • Contextual Depth Interview

    Spend more time discussing and talking to respondents, digging and exploring key issues

  • Activity Sessions

    Brainstorming and discussions with group of consumers, group of experts or group of key persons in the organization

  • Mystery Shopping

    Mystery shoppers (identity not known) perform specific tasks such as purchasing a product, asking questions, or behaving in a certain way to gain real consumer experience

  • Usability Interview

    Sometimes respondents tell better about their experience during an interaction with products

  • Subject diaries

    Consumer are simple people, who can forget about the details of their activities that have been done. This technique useful for researchers to get deeper insight and contextual at the time of interview respondents