Ethnographical Research
The story behind your customer
Ethnographical research is conducted in the natural environment of the customer and gives you an understanding of certain behaviour and the reasons behind this behaviour; the perception that is invoked by a brand, product or service; or a state of mind. These insights can set off successful new developments and positioning.
Our ethnographical research is based on 2 models:
- The Mentality House which organises insights from the customer’s angle: what are his values and wishes, what is his perception and behaviour?
- The Experiencing Umfeld which organises insights from a setting where a certain product is at hand: how is this product used and what do people think of it?
