Better understand your consumer by
taking a look into her or his world!
For you, focus groups and in-studio interviews are not enough? Your products are not used in a studio but in daily life. To act adequately, your marketing and product development need to understand consumers in their daily contexts and to include semi- and subconscious behavior into marketing considerations. We present you the world of your consumers and explore their behavior as it happens and where it happens – in the household, in the gym, in the pub...
why ethno insight ?
To better understand the multi-dimensional nature of the consumer and the complexity that makes up his/her day to day life
To gain an unbiased picture of conscious and unconscious consumer behavior
- What is/are the lifestyle/s of my target?
- What values do they share?
- What needs do they have?
- What role do products and services play in their day to day life?
what is ethno insight ?
Depending on the scope of study and the objectives, either a global/holistic or a focused/specific approach is required:
Holistic approach: intensive participating observation in the CULTURAL environment (e.g. participating observation of a German breakfast).
Focused approach: observation of a specific usage situation (e.g. usage of a cleaning agent while cleaning windows).
All observations are filmed.