In addition to conventional qualitative methods, we are experts in ethnography. Ethnographic research uncovers consumer behaviors obscured by larger research formats such as surveys and focus groups. Using research methods such as the long interview, on-site observations and participant observation, we challenge the assumptions of demographic profiles and discover cultural variables for segmenting markets and positioning brands. In the past three years we have interviewed hundreds of consumers in a variety of settings such as work, home, and in-store. Furthermore, by linking ethnography to strategy, we develop in-depth findings into hypotheses for quantitative measurement.

Case Studies
Ethnic Research
We have teamed up with ethnic researchers in the United States and abroad to conduct in-home ethnographies for projects in the personal care, automotive, and entertainment categories. This multi-cultural perspective on consumer behavior enriched findings and highlighted unique behaviors and perceptions of African-American, Hispanic, Caucasian, and Asian consumers, while underscoring their similarities.

Automotive Ethnographic Research
New Product DevelopmentIn a series of qualitative studies for the Ford Motor Company, we interviewed nearly 200 car and truck owners, from the subcompact category to small trucks. By means of the long interview and in-home observations, we uncovered unmet needs in the automotive market that led directly to actionable recommendations for marketing strategy. Findings were mapped on Consumer MindScapes that linked the Ford brand to consumer lifestyles, values and consumer behavior.

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