Ethnography

Service Outline

Ethnography is one of the leading methods of qualitative research. By observing actual behavior, such as cooking, applying makeup, or using a certain product, as well as the situations and environments in which they occur, we can gain insights into unconscious behavior and needs that are not expressed in words.
When language-based “responses” alone do not yield new discoveries, ethnography can be used to uncover essential issues that consumers themselves are not aware of, and provide clues for the development of products and services that deliver new value.

Characteristics of INTAGE Ethnography

Our experienced researchers will propose the most suitable approach for your objectives

There are various methods of behavioral observation, including home visits, the use of fixed-point cameras to observe behavior in specific locations, and asking people to use smartphones to provide live reports while they are carrying out their normal activities. Behavioral observation can also be combined with interviews to explore the motivations behind people’s actions. INTAGE can propose the most suitable approach for your research objectives.

Home visit ethnography

Home visit ethnography involves visiting the home of the respondent and observing their living environment, specific behaviors, and how they use products. Respondents can be asked on the spot about their quirks and unusual ways of using products, which can help to uncover hidden motivations and feelings (such as expectations and areas of dissatisfaction) behind their everyday behaviors, and provide insights for improving existing products and developing new ones.

Fixed-point camera ethnography

A fixed-point camera can be set up in a specific location, such as the kitchen, in front of the TV, or in the living room, to observe the behavior that takes place there. By observing the family relationships and communication surrounding the behavior, you can gain a deeper understanding of the behavioral context.

Quantification of behavior with the behavior analysis platform “Label Note”

Specific behaviors can be labeled using the video analysis platform “Label Note”, developed independently by the INTAGE Group to perform quantitative analysis based on the frequency and duration of the behaviors. Quantification makes it easier to see differences in behavior patterns and differences between products, facilitating the discovery of new insights.

Deliverables

We can create a summary, full report, workshop, etc. to suit your budget and requirements.

Service Flow

A wide variety of services are available, including home visits and fixed-point camera installation. Feel free to contact your INTAGE rep for a proposal tailored to your needs.