GreenBook, The Guide for Buyers of Marketing Research.

W5

White Paper January, 2018 Source: 50

Consumer ethnography interprets daily life rituals such as cooking, communicating, working, and shopping to uncover the motivations and meanings of those behaviors. Ethnographic research delves beneath self-reported attitudes, behaviors, and motivations to understand environmental, social, cultural, and psychological influences on consumers. Ultimately, ethnography creates an interpretive framework for understanding the consumer by determining what internal (emotional, rational) and external (social, cultural, environmental) influences affect perception and motivate behavior. Once uncovered, these insights can be translated into actionable recommendations for marketing, messaging strategy, and product design.

W5

Article January, 2018 Source: W5

Traditional market research reporting can be one-dimensional, limited to presenting study findings as text, numbers, graphs, and charts, often failing to communicate the heart of consumer experience. Video Ethnography is an additional, powerful tool that makes “flat” messages more multi-dimensional and brings research subjects to life. Video Ethnography is akin to documentary storytelling as it enhances observational understanding with its nuances of tone, gaze, and energetic investment. It’s more than audio, visual imaging, or words?video is all of these, presented simultaneously in a visual narrative.

InterQ Research LLC

Article January, 2017

What is Ethnographic Research? Really?

Angelfish Fieldwork

Article January, 2017

Being able to observe people in their natural environments gives a much truer picture than simply asking them to fill out an questionnaire.

Brett Watkins

Article June, 2016

2016 Q1-Q2 GRIT Report commentary by Brett Watkins, President of L&E Research, sharing his thoughts on the current state of the market research industry.

InterQ Research LLC

Article February, 2016

Brands are getting incredibly creative with virtual reality technology, and it’s only a matter of time before this technology becomes accessible and affordable to the masses. Which makes us pretty happy as market researchers. Here’s why

Angelfish Fieldwork

Article November, 2015

Smartwatches are one of the most innovative and most coveted gadgets in the marketplace right now, and they are gaining new abilities practically by the minute.

Michele Zwillinger

Article May, 2014

This article is an exploration of IDIs, in-depth interviews.

Leap Research & Innovation

Article August, 2013

Experience innovation’s key attraction lies in its ability to pioneer paradigms and to uncover inventive ways to attract and satisfy customers. It’s also developmental in nature, which means that it points to the creation of new features, unique benefits, fresh processes and original formats.

Leap Research & Innovation

Article June, 2013

Inspiration gives you a new lens of focus, allowing you to isolate insights that are striking and compelling. Inspiration isn’t easy, and it isn’t automatic. Here are some tips for fostering inspiration.