Ethnography studies are observational. They give you the chance to observe your customer directly interacting with your product or service in a natural context – home, office, etc.
During an ethnography study, a trusted and trained research team visits the participant in the environment relevant to the study. Typically, ethnographies take place in the customer’s home. The visit is videotaped non-intrusively, and each ethnography session lasts about 2-3 hours.
Ethnographic research is unique from other qualitative methodologies because of the particularly high-level of trust between researcher and participant and the time spent together. As a result, ethnographies yield tremendous insight into the everyday experience of your customer.
Deliverables of ethnography studies include digital files of the video recordings and in-depth reports, usually comprised of video clips demonstrating the findings.
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