Techniques & methodologies
A wide variety of techniques and methodologies enable this holistic access:
- In situ (on-site) explorations (e.g. at home)
- (Interactive) observation
- Explorative interviews
- Photo and video documentation
- Diaries/ online-blogs / collages
Ethnographic market research can be applied in many areas: from finding ideas/conception, over development to continual optimisation of products and offers.
Possible questions could be:
- When, where and how do customers actually use our product? Are there any other possible uses beyond the actual purpose?
- Are there any difficulties or problems when using our product? And are there possibly any tricks and ruses or individual solutions which could further improve our product?
- How is our product integrated in the customers’ every day life? Which rational or even emotional significance does our product have in the customers’ setting?
- etc.