Back to glossary
Ethnographic market research
Back to glossary
Ethnographic market research
Using this method can provide beneficial insights into how consumers use a product or service and a platform to identify gaps in the market, to make way for breakthrough revolutions.
Ethnographic market research can be used for both B2B and B2C products; it often takes the form of:
An example of ethnographic market research would be research undertaken by Panasonic. They observed the behaviour of women in the US whilst grooming, and were able to gain a valuable insight into what colours and designs would benefit their consumers, based on the observations that they made. As a result, the company designed the Lady Shaver, a product which stood out from other shavers, previously developed in Japan.
Ethnographic research is often employed by market researchers, who would be required to visit people in their homes and offices to gain an insight into how a new product will integrate into their lives, in a non-direct way.
Some people may not be able to effectively articulate what a product would mean to their life, or what changes would be required to an existing product to make it better suited to them. Therefore, ethnographic research allows the researcher to obtain that information, with little disruption to the participant’s routine.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
