Our ethnographic qualitative research can help you understand your segmented consumers better, allowing you to streamline your products and services accurately.
FG Connect uses highly evolved ethnographic research methods to help you understand consumers in their social context
Ethnographic market research is a targeted research methodology that allows you to understand consumer behaviour based on their social norms, cultural habits and religious practices. Pure ethnography is simply a systematic study of people within their cultural norms but when it comes to ethnographic market research conducted by market research companies or firms it is mostly to find out what effect these social norms and cultural habits have on their purchasing and consumption behaviour vis-à-vis products and services they use and pay for.
No artificial environment is created because the primary purpose of this type of research is to observe consumer behaviour within the community itself. The researchers normally immerse themselves within the community and whatever interactions and observations that take place henceforth, give you an inside peek into how the community members may interact with your product or service. This is especially important if the buying decision for your products and services are sensitive towards social norms and other cultural behavioural traits.
Why use ethnographic market research?
Another among ethnographic research examples would be conducting an overview before launching a packaged food item among a certain community. Do they eat packaged food or not? If they are used to cooking your food fresh no matter how short of time they are, it is going to be difficult to promote the concept of packaged food. If the taste habits are highly peculiar even then, the packaged food item isn’t going to fare better. Then, conducting such a study can save lots of time, effort and money. Or, the packaged food item can be prepared in such a manner that it also provides cooking experience to the community members.
Ethnographic research examples would be, conducting an overview before launching a packaged food item among a certain community. Do they eat packaged food or not? If they are used to cooking their food fresh, no matter how short of time they are, it is going to be difficult to promote the concept of packaged food. If the taste habits are highly peculiar even then, the packaged food item isn’t going to fare better. Then, conducting such a study can save lots of time, effort and money. Or, the packaged food item can be prepared in such a manner that it also provides cooking experience to the community members.
What makes FG Connect fully capable of providing world-class ethnographic market research services?
This type of research methodology requires specialised data collection and data analysis capabilities. It gives you a consumer insight that cannot be obtained with usual means such as postal surveys and telephone interviews. Qualitative researchers need to be present in the environment to conduct ethnographic market research and take field notes. Even if the researchers cannot be physically present amidst the environment, video recording cameras or CCTV camera’s can be installed so that the user behaviour among the chosen participants can be observed.
This requires a trained manpower as well as cutting-edge technology, both of which we have.
We are among the top ethnographic market research companies in the UK, the US, the UAE, and beyond. Once you decide to partner with us, we will apply tried and tested ethnographic research methods to give you just the information you need to ensure maximum consumption of your product, service or idea among the target user group. Our researchers are fully capable of conducting surveys and interviews using scientifically proven research methods. They are also very observant of cultural and social norms from within various environments. We have a culturally diverse group of researchers that can easily integrate themselves among various social and cultural communities, become a part of them and then make them amiable enough to provide the right answers or feedback. The research will be completely designed around your needs. From the initial overview to data collection to detailed data analysis, we can provide you total turnkey ethnographic market research services.
Benefits and advantages of conducting ethnographic market research
Listed below are some of the advantages of carrying out ethnographic research.
- Understanding impact of social norms on user behaviour: It might not always be about a particular feature of your product. Many times, people refrain from using your product because they cannot relate to it. Suppose you have a gadget which has red as its primary colour. In a culture where the red is considered a sign of danger or even auspicious, people are less likely to buy your gadget. You will keep on wondering why despite it being an exceptional gadget, people aren’t buying it, unless you know that the problem is with the colour red. It is as simple as using another colour, and your problem is solved.
- Better long-term business modelling: With the right research data you will be in a better position to recognise pitfalls and leverage opportunities. Once you have the research findings with you, you not only orient your existing products according to the proclivities of your ethnographic group, you can also introduce new products to specifically cater to the tastes of that community and hence, recognise a profitable niche market.
- Accurate predictions: When the researchers spend ample amount of time among the communities, observe their behaviours and take detailed notes, you get an accurate picture of how your target consumers behave and respond to various social and cultural stimuli when interacting with your product. Since the information that you get is based on direct observations or based on video evidence, it is more accurate and hence, more dependable.
- Prolonged, comprehensive studies: When carrying out ethnographic market research, usually there is no rush. As mentioned above, researchers become a part of the community and then interact with the respondents or video cameras are installed. The point is just to observe the behaviour as it unfolds.
- Multifaceted data gathering: When you are gathering ethnographic data, it is not simply “yes-no” sort of feedback. A mix of traits are observed and then collective intelligence is derived. Feedback may involve verbal feedback, behavioural feedback, feedback based on choice, behaviour of family members or community members and body language. Although this gives you a complex dimension of data from multiple angles, the intelligence that you derive out of it is also more insightful and useful.
Looking for a socially and culturally sensitised team of researchers to help you conduct a detailed ethnographic study to improve your product or service? Contact us today for more details on how we can help you with that.
It can be difficult to find an agency that can satisfy the requirements of a nuanced strategic brief and the complex cultural and practical circumstances of the local market. FG Connect has experience of both sides of that coin, and in this case, the team did all we expected and a lot more.
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