Ethnography
W5 ethnographers employ pure observation, in-person intercept interviews, and online approaches to uncover in-context insights into real-world consumer experiences. Ethnography probes beneath the surface to uncover relationships between expected or intended product use and actual consumer behavior.
For more information on W5’s other ethnographic approaches, please see Intercept Interviewing, Observation, and Online Ethnography. You may also refer to our white paper: W5 on Ethnographic Marketing Research for further deatails.