Advantages of Ethnographic Market Research

Conventionally, when businesses like to identify how consumers feel regarding a product or service, they make use of focus groups. These groups assemble in a room and talk about the subject at hand. On the other hand, what ethnographic market research does is throw open the door to the practical world; remove artificial settings by taking away the room. Utilizing anthropology as its base, ethnographic market research uses a number of forums and techniques to display a total picture of consumers and how services and products fit into their regular life.

On site research

Sessions of on-site ethnographic research take place whenever the consumer is using the service or product- in a store, restaurant, office or car also. Carrying out location-based research permits the researchers to observe the behavior of the consumers and follow-up with questions as required.

In house research

Sessions of in-house ethnographic market research are similar to the on-site research; however, they are restricted to the house environment. They may include multiple or one family members, and frequently continue for quite a few hours. The research is conducted in the home environment and observers ask queries and attentively listen to get insight into consumer reactions, trends and problems.

In-home EMR sessions are similar to on-site events, but are limited to the home environment. They can include one or multiple family members, and often last for several hours. The researcher is immersed in the home environment and observes, asks questions and listens to obtain insight into consumer trends, reactions, and problems. Consumers go about solving those product- or service-based dilemmas. In-home sessions provide businesses with insight into how to improve products, what new items are needed and how changing needs affect usage.

Virtual sessions

Virtual ethnographic market research sessions are carried out online and need the participants to conduct a variety of jobs, generally over a period of weeks or days. Consumers are asked to give their opinion about a service or product related topic, choose pictures or film themselves also. This procedure enables the researchers to get a total picture about the perceptions, emotions and attitudes of the consumers.