What is Business Ethnography

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Business ethnography can be used as a key strategy when an international brand expands into a new market. It is paramount for the business to understand well how its brand can become relevant to the consumers of the country or region. When ethnographic research is taken into a business context, it can be used to gain insights into patterns of behavior that help businesses thrive. A meaningful market research today is build on immersive studies combining participant-observations with social behavior analyses to build a holistic understanding of the consumer based on patterns of behavior.

Unlike a traditional market researcher, who asks specific, highly practical questions, anthropological researchers visit consumers in their own environments to observe and listen, and interview in a non-directed way. Qualitative methods, including focus groups and open-ended survey questionnaires, have proven to be valuable strategies to delve deeper into the relationship between the brand and those who buy or use their products. By listening, observing, and interpreting, we can access many meaningful layers that help clients better understand the true aspirations of their customers

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