ethnographic

Our team has been applying different ethnographic methodologies for over 15 years. Some approaches that have been proven to be particularly successful among consumers include:

Videographies/Photo Journals: Pre-recruited respondents are sent video cameras or disposable cameras to document diverse aspects of their lives and to record every element that is related to the rational and emotional connections to a product or service category. Each clip/picture helps to explain the involvement a consumer has with that product or service and the attitudes towards the category.

Online Discussion Boards: Pre-recruited participants participate in a stimulating, interactive, extended virtual conversation, in where they can comment on their lives, and discuss awareness, opinions and usage of different products or services. A professional moderator guides the process by introducing topics, questions or stimuli. Participants can also upload material, which can be viewed by other respondents.

Blogs/Zap-email Logs: Pre-recruited participants commit to develop a blog based on criteria established by the project needs. Additionally, respondents instantly reply, for a period of time, to daily emails/text messages containing questions revolving around emotional and rational elements related to the category. The immediacy of this cost-effective methodology provides snapshots of states of mind at different points of time.

Shopping Experience: Helpful to determine if certain purchases are made out of impulse or habit, and if several brands are given consideration. Useful to see how respondents react to displays, new products or any changes in packaging or price at the time of the actual purchase.

Social Exposure: The interaction between consumers is an integral part of the purchasing and consumption process. Hispanics, in particular, greatly value word-of-mouth and personal recommendations. These experiences help clients understand how consumers live and think, an essential component in the development of convincing marketing strategies.

In-Home Immersion: Used to see how a product fits into consumers’ lives. By interviewing respondents in their habitat, clients are able to get a first hand look at the environment in which consumers live, an experience that contributes to the development of relevant advertising campaigns.

Post-purchase Interviews: The actual purchase experience is an important component of the perception consumers have of a brand; it can become a motivator or a barrier. Different word-association exercises and scale ratings are applied during the first 48 hours after the consumer made the purchase, to gauge the initial reactions. A follow-up interview the following week helps assess the lasting impressions.