A different way of understanding consumers

Until recently, ethnography was a research tool used mainly in the field of anthropology. Nonetheless, market research in its quest for new and better tools that can provide more realistic results, has embraced ethnography as a highly valuable research technique.

In ethnography, the researcher gets involved in the ordinary life of consumers and coexists with them to better understand their thoughts, motivations, and social interactions. Hence, it is not a surprise that ethnographies have been gaining ground in market research as they allow testing in real life how consumers interact with their environment, and therefore, with the brands or product categories under analysis.

What is an ethnography?

Ethnography is the observation and recording of human behavior using specialized anthropological techniques that help us understand what happens in the ordinary lives of conEthnographies unveil and describe the actions of participants, providing the sense and meaning that individuals give to their own actions. This technique implies the use of in situ observation of actors or participants in their daily contexts, allowing a constant and deep reflection about their reality.

Ethnographies allow us to read between the lines, to witness and to interpret body language, attitudes, and emotions, and to experience first hand insights. Hence, providing a socio-cultural background of human behavior that helps to better understand the beliefs, values, and traditions of your target market and to develop more successful marketing strategies.

Our approach

Acertiva will help your your organization to:

 Know and understand more deeply the habits and behaviors of consumers, given their individual and social backgrounds.

 Introduce a more realistic and integral approach to your consumer behavior models.

 Test how consumers behave in real life.

 Develop more realistic and successful marketing plans.