Ethnographic Research enables us to learn about consumers, their attitudes and decisions, when in their usual environment (at home, in a shop, pub, and even at work). The information gathered is usually based on observation, but also on IDI’s, analysis of objects and documents, and sociological photography.
The benefit of information gathered in this way is its huge authenticity. We don’t ask respondents to drink beverages, but we are with them while they do various activities, e.g. when they usually drink beverages and when they go shopping several times a week. Thanks to this, not only the respondents’ declarations are included for analysis, but also their actual behavior and the context in which they appear.
Examples of Ethnographic Research:
- visits at respondents’ home – daily routines are observed regarding given product (e.g. drinking beverages, painting the walls),
- field exploration (shops, pubs) – to understand purchasing strategies or the specific behavior connected to this place,
- exploration visit in the workplace – to check the atmosphere, division of work, conflicts,
- focus group interviews with elements of ethnographic research – during the discussion some elements of the natural condition of the respondents are introduced, e.g. photos presenting the discussed aspect of life.