In-depth, on-site interviews with respondents where they live, love, work, shop, eat, drink, play, etc. Debunking today’s mostly pseudo-ethnographic consumer research, we bring credibility into ethnography through cultural analysis that modifies anthropological theory into a consumer context to enhance understanding of behavior. We explore and learn together with respondents, to then discover how culture and consumption practices and rituals coexist. At the end, in-depth cultural readings get translated into actionable marketing recommendations that align with client objectives and goals.
Examines meanings of food preparation and eating across cultures with special attention on how individuals and groups define themselves through culinary practices. Uncovering methods of food preparation also reveals a persons’ knowledge, e.g. the mental cookbooks that get stored in their heads, hands, hearts, noses and mouths, as well as how ingredients get chosen, assessed, manipulated, etc.
We offer a photographic and video/documentary filmmaking component to fully support the context of ethnography. This allows clients to get closer to the wide ranges of emotions and patterns of behavior, reflecting both the rational and intuitive way people make sense of their world. Rich visual content can then be used to support report deliverables, as well as inform creative briefs for advertising and communications’ messaging.
(IDIs, dyads, triads, mini-groups, ad concept testing : Taking anthropology into the focus group venue, we analyze conversation, group dialogue, word choices respondents use to describe themselves or a topic, as well as frames of reference that get expressed, all of which disclose highly valuable insights that inform and enhance marketing initiatives.
Participating in shop-along experiences starts at home where decisions are made based on need states, on the type of shopping trip, where to shop, what to buy and why, family influence, etc. At the channel, we explore which in-store activities are influential, sense the importance of relationships with personnel, rate customer service, preferred store formats, brand importance/relevance, planned or unplanned decision making process of selecting an item, from their first thoughts to what they select.
Inquiry into the global and transnational influences that blur borderlines as people move around the globe, i.e. back and forth from Mexico to the U.S. Exploring the interdependencies between the home and receiving countries, how global networks have been developed and values and priorities change, all of which can inform client strategies where international brands are involved.
Clients can learn a lot about consumer’s lives when experiencing first hand how diverse communities cross over and interact. Attention is given to the rise of new, highly visible consumption spaces be it for retail or entertainment, e.g. grocery stores, restaurants, boutiques, cafes, galleries, etc. Tours are framed with historical overviews, demographic changes, real estate/homeownership, gentrification trends, local government dynamic, the arts, etc.