Ethnography^SM

Ethnography is a tool to help companies develop a deeper understanding of their target consumers and the needs of these consumers. Ethnography is a technique developed by anthropologists to help achieve a holistic understanding of human experience by understanding the native point of view. Using observation and interviewing techniques, ethnography helps us observe actual behavior and thus better understand consumer needs in the context of their lives as they use our products and the products of our competitors. Ethnography can be performed in-home one-on-one with consumers or it may be observation in a broader context (e.g., in a trendy location such as West Hollywood, CA).