Are you looking for insights into the habits and practices of consumer lifestyle segments, a particular category or specific brand usage, or do you need to understand shopper behavior? Ethnographic research is a robust methodology that will provide ROI by delivering exciting new ideas and solutions to build your business.
Sandie Glass is a marketing, innovation, and research strategist with over 25+ years specializing in the up-front innovation area helping top Fortune 500 companies like Nike, Disney, Dr Pepper Snapple Group, Frito-Lay, General Mills, Procter & Gamble, MasterCard, M&M/Mars, Procter & Gamble, etc. Sandie is Burke Institute trained. She is in Cincinnati Ohio and her robust skills stretch from fielding various types of insight-driven research, to planning and facilitating well over 550 ideation sessions.
Starting her career at Procter & Gamble, Sandie saw the power of quality research and how those insights can impact the entire marketing mix. Sandie also understands the importance of correctly structuring these studies to get more out of your research dollars – to not only gain robust data, but to translate these findings into creative exercises that will yield even more from your future ideation sessions.
In-home ethnographic research
Fast, productive and cost efficient, our ethnographic research approach is a key strategy and innovation tool, assisting corporate marketers, structural designers, package designers, R&D departments, as well as partner agencies in the pursuit of growing their business.
To understand how people live their lives and utilize a particular product category or specific brand, research is conducted by visiting consumers in their homes or offices to observe and listen. The goal is to see people’s behavior on their terms, not ours.
People often can’t articulate what they’re looking for in products or services. Most appear content with the current market offerings, not even realizing their compensating behaviors. By understanding how people live and use particular products, we are able to discover insights and trends that will inform your company’s future strategies.
Shop-along ethnographic research
It’s difficult to understand the shopper journey while sitting in a focus group. True shopper behavior is best observed at the store in conjunction with a robust conversation with the shopper, to get a full understanding. Shop-alongs are yet another form of doing ethnographic research. This service allows you to observe how shoppers’ navigate a store or an aisle, uncovering how they decide on a particular brand or sub-brand to purchase.
Customer journey maps
Customer journey maps are one of the most critical marketing items to have in your brand toolbox. This hybrid form of ethnographic research iscreated using a combination of in-home ethnography with shop-alongs. It involves a step-by-step infographic mapping of all stages of the product or service purchase cycle. This comprehensive tool provides the current “state of your brand” through the shopper’s perspective, detailing a full understanding of the key triggers, decision points and overall purchase experience at various touch points by your target customer. This touch point insight analysis reveals if you are delivering on your brand promise and provides insights into creating a more engaging customer experience.
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