At-Home Ethnography
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:
- Ethnographic observation
- Moderated interviews with family and individuals
- Solo interviews on mobile handhelds
- Video diaries and blogs
- Ethnographic film