A great way of finding out how your consumers feel, live and interact with your brand is through ethnographic studies. We follow consumers into their lives and conduct one on one interviews to find out what makes them tick.
The result is an understanding that goes beyond simple observation and explains the thinking, the hopes, the fears and the aspirations behind what people do.
In depth one on one
Unpacking the point of view from particular stakeholders is sometimes of extreme importance. We conduct these one on one interviews in order to gain an understanding of a movement, an organisation or a particular point of view.
The output is a detailed and informed point of view on the topic. While further investigation is required to gain insight in every day life, this point of view helps sense check ideas, keeping ideas relevant.
We conduct and moderate focus groups in order to get a group understanding of an idea. Not all concepts are for group testing and it is very important to keep in mind that a group is an artificial situation and people are more cognitively involved in what they do. Given these limitations we use groups to discuss ideas, concepts and social movements.
The output is a deeper understanding of what is going on in the world – the social nature of a group means statements or questioned and tested.