Objective

Our client wanted to gain a better understanding of their (potential) customers’ lifestyles and values. To achieve this, the study covered sensitive subjects, e.g. questions about fundamental views of the world, life values, aesthetic lifestyle preferences, everyday life, social engagement, and leisure habits.

Method

Psyma EthnoWalks® are ethnographic in-depth interviews lasting two and a half hours. They take place in a range of “feel-good environments.” While walking, an emotional and trusting bond forms between the participant and the researcher, which makes it easier for ideas to be shared openly. This forms an excellent basis for the subsequent in-home visit.

Output

We were able to give our client an in-depth understanding of their target group by providing a detailed and multifaceted description of the relevant lifestyles and values, supplemented by images and quotations.