The real value in ethnographic research is experiencing consumers behaving naturally, within their natural environment, and uncovering insights through observed actions and behaviour. Its power comes from experiencing at firsthand how a consumer interacts with a product or service and as a result is very free flowing in nature. The sessions can take place in a store, at the consumer’s home or any location where the consumer will naturally interact with your product or service.
The researcher will typically take photos, videos as well as record the behaviour observed during the ethnography session. As in all qualitative research, its open nature as a methodology can often result in new insights or innovations that can prove transformative for an organisation.