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      Would you like to find out exactly who your customers are beyond asking them questions about your specific products and services? Do you want to gain a deep understanding of their fears, values, visions, or perceptions of happiness? Would you like to uncover their innermost feelings about matters like security, aging, death, or love? Instead of just finding out about how your products are used, would you also like to gain insights into your customers’ life stories, personalities, and deep-rooted perceptions about various brands? Discovering all this requires you to choose a very special research path.

      The Psyma EthnoWalk® is based on the psychology of trust. It involves using the ethnographic idea of speaking to participants in a stimulating environment that is personal to them. This allows the researcher to talk to participants in a comfortable setting without getting too close to them by sitting on their couch, for example. Building the utmost level of trust between the researcher and participant makes it easier to gain the best possible insights.

      How the Psyma EthnoWalk® works

       

      Since the interview is held in a place where the participant feels at home, they have a greater sense of security and ease so do not find the conversation too taxing. Instead, the researcher and participant walk and “work” together, move forward together, and bring the conversation to a fitting close at the end of the walk.