| |
Consumer Anthropology
Ethnography
IMG defines ethnographic research as research that is conducted in the “natural habitat” of the subject, and is focused on observing how subjects use products or complete activities in the surrounding environment – at home, work, out shopping, etc.. Often, the commercial application of ethnography includes plently of interaction between the observer and the subject in the form or a pre or post-activity in-depth interview. This type of hybrid ethnography helps ensure that we have a better understanding of what we have observed, especially when a typical ethnography for marketing research lasts only a few hours or less.
All of our ethnographic research is filmed in high-quality digital video. The video can be used in many different ways: as clips in PowerPoint decks, to create a “research documentary,” or as raw stimulus for an InsightsLab®. To read more case studies of ethnographic research conducted by IMG, please click here.
Longitudinal Qualitative Panels (LQPs)
Longitudinal Qualitative Panels (LQPs) provide deep insights into evolving consumer perceptions and behaviors. Insights Marketing Group conducts LQPs (6 to 12 months long) consisting of 20 or 30 households in a given market. Panels create deeper rapport between the researchers, clients and panelists and breakthrough insights are assured through a mix of research activities; ethnographic research – observe them cook, shop, do the bills, bank online, change diapers, throw a party, plan a vacation, etc. – homework and tasks, focus groups, dyads, triads, in-homes, peer groups, kid’s parties and more. LQPs can be a standing research.
|
