ETHNOGRAPHIC RESEARCH

If we want to explain human actions effectively we must first gain an understanding of the cultural perspectives on which they are based.

Ethnographic research has its historical origins in the ways in which human beings gain information and make sense about their or another culture in everyday life. Ethnography is a social science research method, a branch of cultural anthropology with roots planted in the fields of anthropology and sociology.

The focus has switched from acquisition to value maximization, but to launch value-added services effectively, a brand needs to know the mindset of its consumers.  Ethnography takes research to the people where behavior can be observed in their natural environment/setting. It is a means to:

• Identify significant consumer experience up close and personal
• Capture ordinary events and conversations that can be reframed to reveal implications and opportunities for products and brand
• Uncover consumer needs and wants previously not communicated
• Offer answers and insights that traditional research may not discover
• Enhance and enrich the inquiry process, tapping both bottom-up insights and perspectives and generating new analytic insights
• Provide insights that have the potential to be spun in a positive way

It is the actions of people that are the insights.  Not the way we interpret them, nor how we apply them, or what they signify, but literally the behavior itself.

In many cases, traditional research fails to contribute “true” insights. Consumers are not always accurate. They say one thing, and then, contradict themselves. A group of strangers interviewed by another stranger in an artificial setting may be less inclined to open up, or tend to agree with a more dominant personality, or “go with the bunch.” It can be hard to gain real insights and often these may be off-track. A mother's view on what her kids think does not necessarily match other kids or even her own kids views.

It is in situations such as these that ethnography starts to make sense.

Ethnographic research provides:

• A reality check in terms of understanding consumers
• Adds stimulation for new product/brand development ideas
• Highlights symbolic cultural meanings, habits, rituals, shatters myths 
• Generates smarter insights
• Identifies marketing opportunities and real business advantages

The Power of Film in Ethnographic Research

The portable video camera can enhance ethnographic research appeal. Using a small video camera to film enables you to understand much more when scrutinizing the tapes retrospectively. Respondents may be asked to provide a running commentary on their behavior and thoughts. This is part of a co-discovery process.

Some studies may involve personal diaries or the consumer being filmed, with the output discussed by the interviewee, the researcher and the client.

Such research gives information that is vast and rich, providing a new understanding of a very specialized market. It can feed into final product development, assist positioning, and contribute to the communication strategy. It can be valuable long-term to understand consumer attitudes and behavior that will be relevant for years to come.