Ethnographic research is a very interesting type of research that fully supports innovation. This is because Ethnographic research can actually give you insight into your consumer’s mind and your consumer’s lifestyle.

The term “Ethnography” literally means the study of people and cultures. Therefore, Ethnographic research helps you to educate people in their natural environment and thus discover the real use of your product, or the improvements/innovations that can be brought to the human product. The method of collecting Ethnographic research data is very different from others. It is done in the context of consumer experience, social interaction, behaviors, and perceptions in the real world within teams, groups, organizations, and communities. It helps to understand the consumer’s environment through direct observation and exploration of their social, economic, and cultural aspects which affect and influences their product selection and uses traditionally in consultation with an Anthropologist.

The main research method can avoid contact with research topics entirely. The key point here is that Ethnographic research provides a deeper understanding of the consumer lifestyle. It may expose you to uses or products even if the customer does not know and where the customer behaves naturally. There may be a number of ideas that may arise to make customer life easier. These ideas can later become the company’s strongest products.

Principles and codes of conduct are applied these days when marketers wish to go beyond the common sense expressed in other forms of information processing. The ethnographic method will be challenged to maintain its ingenuity, authenticity, and quality standards in a business environment that sometimes lowers the imagination through the spread and recycling.

1+1 Research’s Ethnography Market Research team is well trained and highly experienced in conducting Ethnography studies and always adheres to the following basic principles and techniques: