While observing subjects in a controlled setting such as an interview or focus group can be enlightening, in some cases the only way to truly understand your customers is to observe them in their natural environment.
Ethnographic research is an excellent way to learn about the motivations of your customers by studying how they act and behave. It can effectively uncover the subtle needs and frustrations that may not be immediately apparent in a more formal research setting.
Here is a closer look at the practice of ethnography in market research and how it can be used to understand your customers on a deeper level.
What Is Ethnographic Research?
Ethnographic research is a qualitative research method where researchers observe and interact with participants in their natural environment, whether it be where they live, where they work, where they shop, etc.
The goal of ethnographic research is to learn more about the unspoken behaviors and contextual factors that impact customer choices, yet may be difficult to learn about through a traditional question-and-answer format.
For example, you may want to observe prospective customers while they’re at the supermarket to find out what they look for when examining product labels before making a purchase. Some actions shoppers take may be unconscious and therefore they wouldn’t think to describe them when asked a direct question. However, these subtle habits can nonetheless be extremely insightful.
By observing how prospective customers behave as they naturally interact with the subject of the research, you can uncover all kinds of unique insights that may otherwise go unnoticed.
4 Key Steps in Conducting Ethnographic Research
- Determine what questions you’re looking to answer and brainstorm what research methods and observation scenarios may provide the insights you need.
- Choose a location and determine the target audience for your research. Recruit participants who represent that audience and gain access to an environment that you can easily observe.
- Take a “fly on the wall” approach and let the participants react freely, yet engage with prompts and feedback when necessary.
- You may want to follow up with an interview after the observation stage to clarify any uncertainties or dig deeper into interesting findings.
Why Is Ethnographic Research So Valuable?
Reveals Subconscious Habits and Frustrations
By immersing themselves in the participant’s natural environment, researchers can better understand the hidden motivations and pain points that customers may struggle to express in words.
Provides Context to Decisions
Ethnographic research provides greater context to the external factors that influence customer decisions, such as social norms and cultural values.
Builds Trust and Empathy with Customers
Observing customers in their natural environment allows organizations to walk in their shoes and better understand the challenges they face when making purchasing decisions. This can foster greater empathy and allow businesses to provide tailored solutions that feel more authentic and relatable.
What Are the Challenges of Ethnographic Research?
Time-Consuming and Resource-Intensive
Although ethnographic research can provide deep insights that make it well worth the investment, it can be expensive and time-consuming to find the right environment, conduct the fieldwork, and analyze all the data obtained. Consider your budget and time constraints and plan accordingly to ensure you get the most out of the exercise.
Building Trust and Gaining Access
Finding participants who are willing to be observed and gaining access to environments that are suitable for the research can be challenging, depending on the target market and the type of research you’re looking to do. Hiring professionals with experience planning and executing ethnographic research can help you overcome these hurdles.
Potential for Observation Bias
While moderators can do their best to blend in and give participants space to behave naturally, there’s always the possibility that knowing they’re being observed will psychologically influence their behavior, calling into question the authenticity of the data. Be aware of this phenomenon when interpreting findings and consider including additional techniques in your research to validate key insights.
When Should You Use Ethnographic Research?
When You’re Testing or Launching a New Product
Observing how potential customers interact with a new product idea through ethnographic research prior to launch can provide valuable insights that help refine specific features or messaging based on participant reactions.
When You Want to Enhance the Customer Journey
Ethnographic research can be great for uncovering undetected friction in the customer journey that you can use to create a better experience that speaks to their specific pain points.
When You Want to Explore Cultural or Regional Differences
By uncovering cultural influences that impact buying decisions, ethnographic research helps businesses better understand the preferences of consumers in different regions or demographics.
Harness the Power of Ethnography With New Perspectives
Looking to incorporate ethnography into your market research strategy? New Perspectives can help. From planning and moderating the study to analyzing the data, our expert market researchers will be with you every step of the way to ensure you acquire all the valuable insights you need. Contact us today if you need our help.
