LUCKY PENNY

WHAT
Consumer & Business Ethnography

Ethnography helps you understand your customers and employees in a holistic and well-rounded way. With this knowledge you can respond to consumer needs, anticipate customer desires and create healthy and productive work environments. Ethnography provides the detailed description that can help you create loyal, passionate, and long-term customers and employees.

Ethnography attempts to understand how people live their lives in their natural or “native” environments – where they live, shop, work and play. The ethnographic method requires a well-trained researcher skillful in immersing him or herself in diverse environments, cultures, and populations; in establishing rapport with people in these social contexts; and in interacting with them through participation, observation and dialogue to uncover their attitudes, beliefs, perceptions, and values, as well as the unspoken cultural patterns that shape behavior.

WHY
?
Unlike traditional market researchers, who ask specific, highly practical questions, ethnographic research observes consumers and employees in their natural environments to observe and listen in a nondirected way. The goal is to see people’s behavior on their terms, not ours. While this observational method may appear inefficient, it enlightens us about the context in which customers would use a new product, social dynamics that might be at play, and the meaning that people give to their experiences. Ethnographic research can yield surprising insights into how people use products and services, how they interact with spaces (retail, home, work), and what improvements or innovations are needed.

In a business or marketing research context, ethnography is used to uncover, interpret, and understand the consumer and/or employee point-of-view and the hidden rules of environments. Whereas focus groups and surveys rely on self-reporting and memory out of context, ethnography provides a holistic view of consumers/employees in the context of their daily lives. There is no substitute for the opportunity to experience what consumers or employees experience. People are affected by changing family patterns, unseen cultural factors, social dynamics and other products and objects in the proximate environment. Ethnographic research is the best means for getting at these unspoken cultural and social patterns that shape behavior.

HOW
My job as an anthropologist is to understand the perspective of one group (consumers or employees) and communicate it to another (you). The ethnographic experience makes this translation possible. We provide you with a real-world understanding of consumer and/or employee preferences, motivations, and needs by examining the environments they inhabit and the social/cultural influences on their behaviors. Such insights translate into strategic business opportunities, including improved customer loyalty, increased employee reliability and increased competitive advantage.

Ethnographic Metodologies

  • Participant-observation in real-life settings
  • Day-in-the-life studies
  • Onsite in-depth interviews
  • Shopalongs
  • Executive safaris
  • Video ethnography
  • Affinity group interviews
  • Online journals, diaries, self-generated exercises
PACKAGES
Consumer & Business Ethnography Packages

All reserach packages are custom designed to meet your company's specific needs. Key deliverables may include:
  • Kick-off meeting to define research objectives, methods, and time frame to ensure the project meets your needs.
  • Debriefs and brainstorming sessions at key stages of the research process.
  • Final report that tells a masterful story in written, graphical, and video form and feature a high-level executive summary, key findings, opportunities, and recommendations.
  • Interactive presentation of findings and recommendations that includes facilitated ideation & brainstorming, translation of insights and opportunities into action, and concrete next steps.
The Mini
  • Initial Consultation
  • 2 Day Participant Observation
  • Data Analysis
  • Findings Report
  • Presentation
$2,000
Short & Sweet
  • Initial Consultation
  • 5 Day Participant Observation
  • Short Interviews or Shopalongs
  • Data Analysis
  • Findings Report
  • Presentation
$4,000
Fine-Tuned
  • Initial Consultation
  • 2 Week Participant Observation
  • Interviews or Shopalongs
  • Video Collection
  • Data Analysis
  • Findings Report
  • Presentation
$8,000
Full-Blown
  • Initial Consultation
  • 4 Week Participant Observation
  • In-depth Interviews
  • Shopalongs or Day-in-the-Life Studies
  • Video Collection
  • Data Analysis
  • Findings Report
  • Presentation
$16,000
Add-Ons
  • Extra Days of Observation
  • Viedo Collection
  • In-depth Interviews
  • Shopalongs
  • Day-in-the-Life Studies
Priced Per Service
CONNECT
scott@luckypennypdx.com
503.686.1497

SAY HELLO!

X