Ethnography
Ethnography is a qualitative research approach that produces a real-world understanding of how lifestyle, culture, behavior, subconscious motivations, and social context influence product selection and brand interaction.
Ethnography is immersive, putting researchers in the consumers’ world to observe how they behave and interact with their environment and how they feel about the experience. W5 ethnographers can expertly evaluate consumer behavior in detail, identifying meaningful patterns and themes that emerge from their explicit and implicit attitudes and needs. Ethnographic research can take place anywhere (home, store, restaurant, etc.) and employs a mix of virtual and in-person approaches.
Download W5’s Ethnography White Paper
Ethnography can help you:
Identify fallacies in reported versus observed behaviors
Capture first impressions of new products or services
Facilitate understanding of how, when, and why a product or service is used in its natural environment
Chart the moments a consumer engages with a product or brand on a daily basis
Identify pain points and moments of delight in the in-store or online environment
Connect with us to learn more about W5’s Ethnography capabilities and how we can support your team.
Explore
W5 leveraged online qualitative research techniques to capture the consumer’s mindset in an agile but empathetic way for a national media brand.
See the blog post here.
W5 helped a global bakery supplier develop a strategy to target Hispanic audiences with in-home ethnographic studies.