Back to top

Empathetic Understanding in Context

Our ethnographic methods are crafted to build an authentic picture of the way consumers behave day-to-day, helping our clients empathize with their target audience by understanding what consumers think and feel in addition to the reasons behind their habits and practices.

Our expertise with consumer cohorts is a key differentiator for our ethnographic studies. - We have the knowledge and experience to deeply immerse ourselves into the lives of a range of consumer groups. Observing target groups allows us to go beyond traditional approaches to ethnographies and provide an additional layer of contextual understanding. For instance, we might conduct an immersion study, touring businesses and households in a Hispanic neighborhood to see how Hispanic consumers live and shop - all led by a bilingual moderator. Or we can supplement a study focused on youth with a Kids 101 overview of childhood development and its marketing implications. We can leverage our framework for understanding the path-to-purchase to support our observational learnings of having a shopper wear a GoPro camera as they shop naturally throughout the grocery store.

While it's best to have clients come along with us on this journey into consumers' worlds, we recognize this isn't always feasible. Our researchers can use "streamable" technology to provide you the opportunity to participate while in or office or elsewhere, observing the research as it unfolds and asking any questions of our moderators in real time. This is a perfect solution for our busy clients or large teams who may be unable to travel for the project.