ETHNOGRAPHIC MARKET RESEARCH: A KEY TO A WELL UNDERSTOOD

CUSTOMER

Presented to
Prof. Abdul Jabbar D. Lucman, MBA, MPA
Faculty, Department of Marketing
College of Business Administration and Accountancy
Mindanao State University
Marawi City

In partial fulfillment
Of the requirement for the course
Entrep. 196 GH (Special Topics in Entrepreneurship)
Summer, S. Y. 2015 2016

Presented by

___________________________________

July 2016

I.
II.

III.
IV.
V.
VI.

What is Ethnography?
Traditional Marketing Tools vs Ethnographic Research
a. Traditional Marketing Tools
i.
Survey
ii.
Focus group
b. Ethnographic Research
i.
Contextual
ii.
Systematic
Why use Ethnography?
Who conducts Ethnographic Marketing Research?
When and where is Ethnography Conducted?
Conclusion
Ethnographic market research can bring NPD efforts, particularly in
understanding customer segments and identifying customers hidden needs (Keith
Goffin, et al, 2012).

I.

What is Ethnography?
Ethnography is a type of qualitative research design aimed at studying
cultures and groups from a unique perspective - that of the subject. The word
ethnographies literally means 'writing about people groups.' Ethnographies are
holistic in nature and include a history of the culture being studied, their routines
and

practices,

and

discussion

of

their

environment

(http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1997.tb00065.x/full).
Ethnographic market research (EMR) helps companies understand the
consumer in terms of cultural trends, lifestyle factors, attitudes and how social
context influences product selection and usage. Traditionally, when businesses
want to determine how consumers feel about a product or service, they employ
focus groups. These groups meet in a room and discuss the topic at hand. In
contrast, what EMR does is take away the room, remove artificial settings and
throw open the door to the real world. Using anthropology as its foundation, EMR
utilizes a variety of techniques and forums to present a complete picture of
consumers and how products and services fit into their daily lives (Jessica Shear,
Demand Media).
II.

Traditional Marketing tools vs. Ethnographic Market Research

a. Traditional Marketing Tools
i.
Survey
The main element in the typical market researchers tool setthe
surveyhas signi cant drawbacks. In responding to questionnaires and in
interviews, customers often struggle to articulate their needs in answering
direct questions because they are not consciously aware of the limitations

of current products and cannot imagine the sort of products that will be
feasible in the future ( Deszca, Munro, and Noori 1999 ; Mariampolski
1999 ).
ii.

Focus Group
Typically, focus group attendees are invited to meet at a neutral
location and a moderator guides the discussion. Such discussions can be
more exible than structured questionnaires, and focus groups allow the
interaction between different customers to be observed. However,
although focus groups offer exibility to vary the topics covered and the
ability to consider customer-to-customer interaction, they take place
outside the customers normal environment. This has two main
implications: First, respondents behave differently outside their normal
environments; they may be less open, or they might say things about how
they use products that do not match the way they actually use them.
Second, because focus groups take place outside the customers own
environment, market researchers do not get to see a host of potentially
valuable contextual clues. For example, visiting peoples homes gives
broad insights into family life. Such visits allow researchers to see how
products are stored and what the other products are used in conjunction
with the target product. All these observations can give useful ideas to
product designers ( Rosenthal and Capper 2006 ).

b. Ethnographic Market Research

In-depth interviewing and focus groups are conducted at research

facilities, whereas ethnography takes place in the environmental context where
consumers relate to brands, products and services. Observing and interviewing
consumers in this way allows ethnographers to pick up on nuances of consumer
perception and behavior, exploring contradictions between what consumers say
they do and what they actually do (W5 on Ethnography, 2014).
i.

Contextual Interviewing
Contextual interviews with individual customers or users are
conducted in the customers own environment and use semistructured
interviewing. This type of interviewing works from a set of prede ned
questions, but the interviewer must be alert and capable of spontaneously
adding questions based on what they observe in the customers
environment (Keith Goffin, et al, 2012).

ii.

Systematic Observation
In a systematic observation, market researchers make video
recordings of customers not only using products but also completing a
range of typical tasks. Systematic observation allows market researchers to
understand the role products or services. Systematic observation allows
market researchers to understand the role products or services play in
peoples lives and the emotions they generate. This can give ideas for
improving existing products and developing radically new ones (Kieth
Goffin, et al, 2012).

III.

Why and When to Use Ethnography?

Ethnographic research delves beneath self-reported attitudes, behaviors, and
motivations to understand environmental, social, cultural and psychological
influences on consumers. Once uncovered, these insights can be translated into
actionable recommendations for marketing, messaging strategy and product design.
Ethnography identifies meaningful patterns and themes through sustained, structured
observation and interaction with people browsing, buying and trying products, or
using services. The skilled ethnographer can then highlight the points of inflection
along the consumer path-to-purchase and how various factors influence that path.
Talking with consumers before, during and after shopping, ethnographers can unearth
rich detail and subtlety around the purchase process. Ethnography provides
comprehensive information about the entire product usage, consumption or purchase
cycle and the consumers perceptions of that process. This nuanced approach gathers
details in the context of the larger consumer landscape, taking into account social,
cultural and environmental dimensions that influence purchase decisions (W5 on
Ethnography, 2014).
When searching for meaning of cultural norms and views.
When examining or trying to find reasons for the use of certain behaviors or
practices.
When examining social trends and instances, like divorce and illness.
When examining social interaction and encounters.

And when trying to understand the roles of families, relationships, and

organizations.

IV.

Who Conducts Ethnographic Marketing Research?

Ethnographers adapt to diverse environments, cultures and consumer groups.
Ethnographers have an objective eye for pattern and detail, coupled with the ability to
develop rapport with individuals for impromptu discussions. Online, ethnographers
comb through diary entries, images and video to uncover factors that reveal details of
participants lives that influence their thoughts and behaviors. With improvisational
skills, ethnographers engage respondents in natural dialogue, addressing new insights
as they arise, while remaining unbiased (W5 on Ethnography, 2014).

V.

When and Where Can Ethnography be Conducted?

Ethnography can be conducted at any time of day to reach consumers in
stores, malls, bars, restaurants, homes, workplaces, concert venues, in the street, or on
college campuses. Ethnography can also be conducted online; consumers can
complete diaries and share images and videos of their daily activities. The widespread
adoption of mobile technology has made online ethnography an increasingly
attractive and minimally invasive way for consumers to share their thoughts and
experiences. Ethnography can be employed wherever consumers experience and
interact with brands, products and environments. Ethnography reaches consumers in
their natural environment as opposed to facility settings. In focus groups, participants
are asked to adapt to an artificial environment where others responses can potentially

bias recall and insights. Ethnography seeks to capture authentic responses as they
happen by understanding consumers while they are using or reacting to products or
making decisions (W5 on Ethnography, 2014).
VI.

Conclusion
Ethnographic market research is an effective way of knowing your customers.
It can bring NPD efforts, particularly in understanding customer segments and
identifying customers hidden needs (Keith Goffin, et al, 2012).
Ethnography provides a holistic picture of the consumer landscape, including
the cultural and social motivations that influence perceptions and action. Ethnography
can be used to develop a deep understanding of consumers lifestyles in the
construction of consumer Personas and is frequently used to uncover processintensive consumer behavior in service or retail interactions (W5 on Ethnography,
2014).

BIBLIOGRAPHY
Books
Deszca, G., Munro, H., and Noori, H. 1999. Developing breakthrough products: Challenges and
options for market assessment. Journal of Operations Management 17 (6): 613 630.
Mariampolski, H. 1999. The power of ethnography. Journal of the Market Research Society 41
(1): 75 86.
Rosenthal, S. R., and Capper, M. 2006. Ethnographies in the front end: Designing for enhanced
customer experiences. Journal of Product Innovation Management 23 (3): 215 237.
Journals
Jessica Shear, Demand Media. What is Ethnographic Research Marketing?.
W5 on Ethnography, 2014
Online Sources
http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.1997.tb00065.x/full
http://smallbusiness.chron.com/ethnographic-research-marketing-25205.html