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Ethnos Consumer Insights
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Customer Needs Analysis is an ethnographic-style in-depth interview (3-4hrs) with target consumers in their homes. In addition to a semi-structured conversation, we will get the consumers to describe their experiences using a “think-aloud” approach to better understand what they are thinking.
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2016-04-15
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Consumer Immersion is a type of ethnographic research whereby employees of a company experience business from a customer point of view. The process of immersion depends on the company and its industry so it would thus vary. The end result of consumer immersion as a research tool would enable employees to better understand their customers. In other words, employees can then gain experience into what their customers’ world is about.

METHODOLOGY AND DELIVERABLES:

An ethnographic-style in-depth interview (3-4hrs) with target consumers in their homes.

In addition to a semi-structured conversation, we will get the consumers to describe their shopping/product experiences using a “think-aloud” approach to better understand what they are thinking.
For some products and categories we place the product in-home so consumers can use and experience the product. We do a pre-placement interview and get consumers to complete diaries and take photographs to describe their usage and experience. After usage, we conduct a detailed final discussion.

We take a short video clip of each consumer to provide further insight about the actual experience and perceptions of the core communication target market.

For further details: http://www.ethnos.co.za/portfolio/consumer-immersion/ 
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Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a non-directed way.
http://www.ethnos.co.za/portfolio/home-product-testing/
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Objectives:
To gain insights around all the service/product concepts to understand the “WHY” behind the individual’s behaviour, choices, attitudes and needs – understand motivation.
To gain insights around their decision-making, improvements with regard to the product/service concepts and identify the concept with most potential.
To get feedback on potential pricing and the most effective communication channels.
http://www.ethnos.co.za/
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While numerical data is quite telling, qualitative research elicits real responses from real customers to help tell us why things are happening. By looking at the numbers we can determine what consumers are doing by "how much" but we must go a step further to understand the "why".
http://www.ethnos.co.za/
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Qualitative research studies can provide you with details about human behavior, emotion, and personality characteristics that quantitative studies cannot match. Qualitative data includes information about user behaviors, needs, desires, routines, use cases, and a variety of other information that is essential in designing a product that will actually fit into a user’s life.
http://www.ethnos.co.za/
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Qualitative research is about getting people to expand on their answers so that you can get more insight into their attitudes and behaviour. It’s all about getting underneath people’s responses to find out what is driving their decisions. http://www.ethnos.co.za/
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The idea behind ethnography is that you are studying people in a very holistic way trying to understand them in the context in which they really live. Essentially it is about the researcher going in and immersing themselves in the world of people.
The key benefit of ethnography is the fact that you can understand a problem from the point of view of the people who have the problem and within the total context of the person’s life so that you are not missing anything.
http://www.ethnos.co.za/
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If you want to get inside your customers’ minds you need to do qualitative research. Face-to-face interviews and focus groups can provide valuable insights into your products, your market and your customers
Qualitative research is about finding out not just what people think but why they think it. It’s about getting people to talk about their opinions so you can understand their motivations and feelings.
Qualitative research can be valuable when you are developing new products or coming up with new marketing initiatives and you want to test reactions and refine your approach.
http://www.ethnos.co.za/
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Consumer insights don't necessarily come from one focus group or customer survey. They are usually gathered through a combination of information-gathering activities and combined with an analysis that provides texture and meaning. Often in today's business environment, an anthropologist or ethnographer may even be brought in to help provide a deeper understanding of why an individual or a group chooses to take a specific action.

http://www.ethnos.co.za/portfolio/ethnographic-research/
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