• Ethnography observes and records how a consumer lives, shops, interacts with advertising, etc.
  - Accompanied shopping trips – brand awareness, POS, purchase decisions, shelf impact
  - In-home observations and depth interviews – insight into home, lifestyle and media consumption
  - Home audits – insight into lifestyle and profile of products in the home

Follow-up depth interviews allow respondents to provide rationale for their behaviour, rather than basing reasoning on assumptions.