Ethnography Depths



This methodology is used extensively in the UK but is now starting to make a presence locally. It is a type of qualitative research which encompasses both observations and one-to-one interviewing. It helps understand behaviours and rituals of people interacting with your products.

One of our moderators goes to a respondent’s home to have a discussion about the product, their opinions and attitudes regarding its usage and how they interact with it.

The moderator also observes them and perhaps other family members actually using the product in a real-life, natural setting. We can then gather further insight into interaction and usage and question what the respondent is doing and why whilst actively using the product.

This methodology can provide detailed understanding of customer’s usage and attitudes of your products.