S o l u t i o n S y n c

Question:

When should I consider an ethnographic approach?

Answer:

Ethnography is most effective when it’s used to spot breakthrough innovations. Ethnography works best when the questions are big and broad. History tells us that routine often blinds us to the truths that have been before us all the time. Ethnography is valuable when you want to see the future with fresh eyes.

What can you study?

Marketing ethnography studies focused questions. Questions such as

• How might consumer practices offer ideas for new products?
• How is our product/service seen as performing?
• What is the impact of consumer lifestyles, regional or ethnic subcultures, and age-related behaviors on product usage and needs?
• What are the emerging trends in the consumer attitudes and behavior?
• How do people perceive what we are trying to provide?

All of this analysis is done from the consumer/customer’s perspective so you gain a stronger understanding of what it is like to be your consumer/customer.

Related:
When is the best time to conduct an ethnographic study?
How do I select an ethnographer?