Ethnographic research is a form of observational research in which specially trained observers (ethnographers) are sent to study and interact with consumers in their natural environments—their homes, workplaces, or places of shopping. The goal is to uncover unconscious needs and practices that cannot be captured by traditional surveys.
This approach is in-depth and intuitive, helping companies understand “why” consumers behave in a certain way by observing real-world behavior in context. Ethnographic research is critical for generating insights that serve to develop innovative products and more relevant marketing strategies.
