At-Home Ethnography

online interviews

The Shopper as Consumer

SmartRevenue conducts at-home ethnography to better understand the shopper within her consumer environment. Behavioral and attitudinal insights include:

  • Cultural and community dynamics
  • Family dynamics
  • Need-states
  • Purchaser dynamics: who consumes? who shops?
  • Research goals, practices, and destinations
  • Purchase process triggers
  • Purchase process mapping including channel, category, and brand consideration arcs
  • Media channel preferences and usage practices
  • Product preferences, choice history, and usage habits
  • Influencers and recommenders
  • Barriers to knowledge
  • Barriers to usage

at home ethnographic techniques

At home ethnography is conducted by senior SmartRevenue ethnographers with professional fieldwork experience and training in advanced market research techniques: