Ethnography

• Ethnography observes how a consumer lives, shops, interacts with advertising. etc.
• Accompanied shopping trips
  - Brand awareness, POS, purchase decisions, shelf impact
• In-home depth interviews
  - Insight into home, lifestyle and media consumption
• Home audits
  - Insight into lifestyle and profile of products in the home
• Observations
  - First hand experience of the advertising consumers are faced with on a day-to-day basis and how this influences them