What are ethnographies?
- In-home sessions conducted with one or more individuals
- Generally smaller sample sizes: 6 to 12 ethnographic sessions is typical
- Interviews last between 90 minutes and three hours
- Observation and exploration of the environment is a key element
What do ethnographies tell me?
- How do consumers really live and behave?
- How are my and competitive products embedded in consumers’ real lives?
- How do the consumers’ environments impact their actions?
What else should I know?
- Moderators are usually accompanied by a professional videographer to provide a full visual record of the session
- Clients are also able to accompany the moderator (one client per session, only)
- Ethnographies can also be conducted in other environments: work, school, store, etc.
- Ethnographies tend to be relatively expensive due to the travel and time required for each session, but provide detail that is not available through other methodologies