Work
Customized Solutions at any Stage of Research:
WER’s ethnographic approach can be usefully implemented at any stage of product or message development and it is always customized to your specific business objectives.
Exploratory Projects:
Could include field observation (with or without video), participant observation, collaborative design exercises with communities of users, networked colleagues, social media or online ethnography, etc.
Process-Focused Projects:
Could include shadowing key customers or workplace personnel, inventory exercises focusing on resources, tools used, etc.
Documentary Projects:
Could include videotaped stories of product use and experiences, visual diaries of product use over time, histories of category use and meanings over time, etc.
Ethnography as Versatile Partner:
The ethnographic approach can provide access to entirely new pools of data, but it can also readily build-on the findings or inform the design of other market research.
Ethnography can inform:
- Segmentation studies
- Positioning, messaging and concept development and testing
- Website development
- Discussion guide development
- Interpretation of quantitative data
Although ethnography can benefit any stage of the research, it is particularly well-suited to early intervention, helping to identify potential miscommunications or strategic missteps before too much momentum takes your products or messages in ill-advised directions.