Ethnographic research is an observation-based methodology within market research, which is supplemented with interviews. It covers all elements of the cultural field, and invetigates the most important dimensions of everyday life.
There is an increasing demand in business research to explore what we experience – to build up research on real consumer behaviour and choices and not (only) on posterior recitals. Video recording has a key role – it makes research results and report vivid and credible.
Ethnographic method is perfect for investigating FMCG, banking, infocommunication and media related topics and can be useful in health sector as well – eg. how do patients use insulin injection and how do this routine influence their everyday life.
Our Clients are provided with an edited film beside a written analysing report.