Ethnographic Market Research
“The real voyage of discovery consists not in seeking new landscapes,
but in having new eyes.” (Marcel Proust)
Genuine Qualitative Market Research at the Highest Level
Subjects in a test studio or undergoing interviews do not always portray themselves in a completely natural way, often both unintentionally and unknowingly. Remembering and conveying to researchers how a habitual task or process is completed can be difficult. Approaches and intentions conveyed may not agree with actions due to spontaneous emotional reactions.
Ethnography overcomes these unintentional anomalies by surveying consumers in familiar environments, getting to the core of real and unbiased consumer habits, approaches, motivations and needs.
90% of the true insights are below the surface - Ethnography brings them to light
Psyma offers two ethnographic tools: