Deliverables

Question:

What are the deliverables of an Ethnographic Study?

Answer:

Following the completion of data collection and analysis, the written report is the final deliverable for the study. Our reports are composed as the authoritative record of the observations for both immediate and long-term needs. Our final reports are both descriptive and prescriptive, offering rich details about the consumer behavior and opinion as well as an extensive discussion of their implications for strategic marketing and new product development. If a video record has been made, excerpts from the video record that illustrate and exemplify points made are integrated in the report.

How the information is used is determined in a project kick-off meeting and is a good guide to the reporting format and type of analysis that will be required. Reporting formats may include:

  • Ideation summary:

Following a consumer immersion experience, the ideation summary is a record of insights, observations, and ideas that were acquired through encountering the consumers.

  • Site report:

Also called a case analysis, this report is a thorough review of behaviors and attitudes at a single observation site.

  • Summary reports:

These can vary in length from 3 to 15 pages, depending on our client’s expectation, and normally focus on the most important research implications and conclusions.

  • Full reports:

These offer a definite review of study findings, implications and conclusions by combinig interpretive details with an elaboration of characteristic observations and verbatim respondent comments. Full reports may vary in length from about 35 to as many as 100 pages of text.

  • Storied Power Point Presentations:

Storied Power Point presentations are structured around insights and recommendations that emerge from our studies. They include visual imagery and quotes that bring the participants to life. They can be read quickly and managed efficiently on internal Web resources; it easily merges text with sound, images and animations.

  • Video reports:

The video reports created as a CD-ROM, DVD, or kiosk presentation has the advantage of permitting a high level of interactivity among users because information may be accessed in a nonlinear fashion.

  • Scenarios:

Scenarios is a method for synthesizing observations. A scenario tells a story of a persona achieving a goal. The scenarios make it clear how a product or service interaction should be designed, in which sequence the tasks are to be performed, what information is necessary, etc. for the consumer experience to be a compelling one. Scenarios make it relatively easy to understand whether a particular design is good or not.

 

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