Ethnographic Research

Researching consumer behaviour and attitudes in the consumers’ living environment, i.e. outside a market research studio

Method
Our ethnographic interviewers visit consumers either at home or accompany them for a whole day. At the same time, they conduct qualitative interviews with them and/or observe particular activities that help the researcher answer the research questions (e.g. home use tests, cooking etc.).

For this purpose, photo or video documentation of the activities is often included (video ethnography). 

Reference
GIM Ethno