Using ethnographic analysis and ethnographic research are relatively new tools used in the world of business, but they are actually relatively established techniques in the worlds of anthropology and social science.

Basically, ethnographic analysis and ethnographic research in business work on the premise that stated behavior is frequently different from actual behavior. Oftentimes, qualitative or quantitative research is criticized because results from these techniques don’t mirror customers’ actual behaviors in the marketplace. Ethnographic analysis and ethnographic research try to address this gap. An ethnographic analysis observes how consumers or clients behave at point of sale. If we use a grocery store as an example, an ethnographic analysis would observe how long the customer stays in a certain section of the store, where her eyes track looking for a product, whether or not she picks up one or several products, whether she looks for coupons or reads the label, etc. Oftentimes the consumer is interviewed on the spot to question motivation.

Ethnographic analysis and ethnographic research are also conducted where the product or service is used, whether that is in the home, at work or on the road. Researchers observe how the product is or isn’t used, what difficulties consumers have using the product, etc.

From this observational research, clients can obtain a wealth of understanding about how their product is used, insights into what goes into the buying decision and what consumers like or don’t like about their product.

MarketingWise Group has seasoned social science researchers with marketing experience and training to conduct its ethnographic analysis and ethnographic research studies.