qualitative ethnography
CONTEXT™
CONTEXT™ provides exploratory and explanatory insights to better understand who the shopper is and what the shopper does at-home, in-public, and at the point-of-purchase.
exploratory insights
- Discovery of channel, category, product, and consumer segment behaviors and attitudes
- Hypothesis generation to identify key questions and concerns
- Ideation to inform the development of marketing, media, and sales strategies
- Positioning studies to target the right shopper with the right message, product, and media channel
- Program initiation to develop and optimize broad-based qualitative and quantitative studies
- Predictive scenario modeling to reveal the impending needs, anticipated trends, and likely practices of shoppers in light of industry transformations, product innovations, and lifestage changes
explanatory insights
- Cultural analysis to uncover ethnic, community, and household influencers of decisions
- Segmentation development and validation based on actual behaviors and attitudes
- Hypothesis testing and probing to refine and extend current understanding by reconciling points of confusion and uncertainty
- Evaluation of marketing, media, and sales strategies and implemented programs
- Usability testing to assess and quantify product practicality and user comprehension
CONTEXT™ methods
- Ethnographic observation at-home, in-public, at the point-of-purchase
- Moderated at home interviews with family and individuals
- Shopalongs
- Focus groups
- Self-administered interviews on mobile handhelds
- Video diaries and blogs
- Ethnographic film