Gain invaluable insight into how customers really behave in their own environment Sometimes it is not realistic to observe and test within a studio or laboratory environment, so we need to observe in the ‘real world’, i.e. in homes, shops and offices. Ethnography is invaluable for analysing backend systems that are not pubic facing, customer behaviour in shops and retail environments, and extended use of lifestyle products like digital calendars.
As well as understanding how a user directly interacts with a product or service ethnographic research can reveal users’ actions before and after use, motivations for use, as well as any problems that may prevent them from using the product or service effectively. Participant observations can also highlight the way in which a person genuinely uses a product, as opposed to what a person says or believes they do, which can differ significantly from reality.
- Combines quantitative and qualitative research techniques
- Provides insight into the customer decision-making
- Provides insight into the entire shopping process
- Informs decision-makers about marketing strategy and tactics