SmartRevenue’s ethnographic observations utilize the expertise and experience of professional anthropologists to create an innovative shopper insights method. Ethnographic observation methods are designed, executed, and analyzed by SmartRevenue ethnographers working with senior analysts to capture behaviors specific to the channel, category, and display.
Ethnographers observe shopper behaviors to create a complete picture of shoppers’ needs, decision logic, brand, channel/store selection, aisle behavior, etc. and organize those observations into a framework for deciding on practical strategies and tactics.
Each of these behaviors is quantified, enabling the observational protocol to act both as a screener and the driver of a branching questionnaire.
By integrating observations and interviews, SmartRevenue is able to provide a complex portrait of the shopper that illuminates the consistencies and contradictions of what the shoppers does, says, and buys.
The integration of observational protocols and questionnaires are organized and designed to extract shopper segments, need-states, drivers, and hot-spots.