Ethnography
Ethnography observes how a consumer lives, shops, interacts with advertising. etc.
- Ethnography observes how a consumer lives, shops, interacts with advertising etc.
- Provides invaluable insight as opposed to relying on respondent recall.
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Identifies opportunities that may be missed through verbal interaction alone; actions speak louder than words!
- Accompanied shopping trips
- In-home depth interviews
- Home audits – insight into lifestyle and profile of products in the home
- Observations – seeing how consumers use and interact with products/services and how they overcome barriers.
