HOW WE'RE DIFFERENT > Ethnographic research

What do your customers want? Forget obvious things like more money, more choice, faster this and easier that. Deep down inside, what do they really want? What are the hidden, often subconscious, hot buttons that truly drive their behavior?

For answers, we call upon anthropologist Robbie Blinkoff, Ph.D. — who runs our sibling company, Context-Based Research Group — for a technique called ethnography.

Ethnography is how anthropologists study groups of people, whether it's cannibals in New Guinea or consumers in New Jersey. It involves total immersion in the lives of the people being studied, in the very environments where they live, work and play. Surveys and focus groups only scratch the surface. Ethnography goes deeper, yielding profound insights into customer behavior that can guide your marketing efforts in profoundly positive ways:

• Discover where meaning lies in your customers' lives.
• Understand your customer's unmet product needs.
• Gauge interest in an idea or test a new product or concept.
• Track consumer attitudes and behaviors.
• Get quick, broad insights about your customer base.
• Create more relevant messaging in marketing materials.

Ready to go deep? Let's talk.