ETHNOGRAPHIC RESEARCH

In which directions does the marketing develop today?

At present time all over the world ethnographic research methods are gaining popularity. The main subject of the research is the cultural and everyday life of the people and especially the images of their behavior in society. Data obtained by direct observation is used as the main source of information.

On the basis of the information obtained the Client can examine a particular social group or region, develop or modify the product for specific target audience in order its usage coincides with the cultural norms and meets the needs of the majority.

RESEARCH PECULIARITIES

Opportunity to see the story of one life by own eyes:

Creation of anthropological and documentary films
Preparation of cognitive, scientific, educational and promotional video materials
Substantive interpretation of the information obtained formalized method

Unconventional solutions to standard problems, an "outward glance" give an opportunity to get nontrivial issues in focus during the research.

APPLIED METHODS AND RESULTS

ANALYSIS OF THE CASE (CASE STUDY)

Observation and study of the world perception topics, interaction in the society in the natural for the respondent environment.

Researcher with the camera "follows" the respondent (at home, at work, at the hospital, during the holidays). Often, these kind of studies are used in medicine (drug testing, the patient's life "before and after diagnosis," the life of staff "inside" of the hospital or laboratory) as an educational, scientific, promotional materials.

HOME VISITS

A researcher carries out in-depth interviews with respondents in their natural environment. Subject of study in this case are household appliances, food, cosmetics, personal care products, household products.

Thus, the respondents can clearly demonstrate their application, show their advantages and disadvantages. Such information will help the Client to modify the product and make it relevant to the specific needs of people and their living conditions.

STUDY AT THE POINT OF SALES

Following the respondent at the store during the purchasing, where the researcher focuses attention on a product, its packaging or laying out, depending on the submitted tasks. One can fix the first reaction of a respondent; receive an individual assessment of goods or services, competence of staff, etc.

Research results give an opportunity to improve competitiveness, determine the direction of activity, improve the labeling and develop a corporate style.

DIARIES

Many diaries, photographs are the basis for the restoring of historical, social, emotional context, which allows people to describe and understand.

A research may be useful in launching a new product on the market or its improvement, as well as help to find a dedicated customer for the submitted product group.

COST OF WORKS

The table below describes the goal of the project, approximate timetable and costs for an ethnographic research.

More detailed information on the methodology, sample size, etc. you can get by contacting us directly or send us a Brief. We will respond you as soon as possible.

Project elements	Case study N=5	Home visits N=5	Study at the point of sales N=5	Diaries N=5
Time-line	8 hours	2,5 hour	30 minutes	48 hours
Searching for partners	+	+	+	+
Information processing	+	+	+	+
Tools development	+	+	+	+
Targeted ordinary audience recruit	+	+	+	+
Interviewing	+	+	+	-
Checking / Suprvision	-	-	-	+
Gifts	+	+	+	+
Recording (shoot)	+	+	+	+
Programming	-	-	-	+
Movie montage	+	+	+	-
As an option: report prepairing	+	+	+	+
COST IN RUB (VAT excluded)	180 000	90 000	70 000	60 000