|Be they consumer home visits, shop-alongs, or full-fledged ethnographics studies aided by a trained anthropologist, this kind of research is best suited for when you need to understand:
• Behaviors that consumers don't even know they're doing (that is, things they're not doing consciously),
• Needs that they have never consciously realized they had, including ones that they have created their own jerry-rigged fixes for, and
• Attitudes and behaviors that people simply can't articulate.
Beware of "ethnography" gimmicks, though! True observational and ethnographic research has no black boxes, no magic formulae, no mysterious psychobabble terms. At SofoS we will take you through a systematic approach that trains your team how to observe and focuses them on consumer behaviors that are relevant to your business needs.