Ethnographic Market Research
Services > Qualitative Research > Ethnographic Market Research

Ethnographic Market Research

Use ethnographic interviews to uncover insights that drive authentic consumer connections and future-focused strategy.

Ethnographic market research interviews allow us to dig deep one-on-one with influencers and decision makers. Whether it’s a 30-60 minute phone call or face-to-face conversation, we use a discussion guide crafted with your team to gain vital information about your customers’ lifestyles, brand background, and awareness. Our ethnographic interviews steer the conversation to cover all bases: how do people view your company and your competitors? What are their functional needs? Which core values drive their decision-making? What delights or frustrates them? What are they ultimately looking for?

The one-on-one approach can be particularly useful for hard-to-reach business executives or for sensitive subjects like healthcare, but it’s an invaluable methodology for all brands and audiences. In-depth interviews uncover potential problems and negative viewpoints about your brand, and reveal possible solutions. We’re not interested in yes or no answers and always probe beyond surface responses, encouraging stakeholders to articulate why they feel a certain way. You may be surprised by what we discover.

Learn More

Ethnographic Market Research Case Studies

Our ethnographic studies have energized strategy for global brands, disruptive startups and everything in between.

Millennial Research for REI
Millennial Research for REI

Case Studies

Millennial Research for REI


We helped REI stay on top of the mountain with a playbook for earning and maintaining Millennial loyalty.

Consumer Insights for Google

Case Studies

Consumer Insights for Google


Google knows search; we know people. Together, we’re tackling the global issues that face the company.

Perspectives

3 Secrets to Great Consumer Interviews (Tips from a Reporter's Notebook )


Kelton Co-Founder and former journalist, Gareth Schweitzer, shares his best tips for taking consumer interviews from good to great.

Our Ethnographic Techniques

While the core principles of an ethnographic interview remain the same, we approach ethnographic market research in a variety of ways to better meet our clients' objectives.

In-Person Ethnographic Survey


In-home ethnographies allow us to see firsthand what content and products your customer connects with, and how their day-to-day lives affect purchase decisions. This technique can be especially helpful when conducting international research.

Mobile Ethnography


Sometimes the only way to truly understand your customers' experience is to be there. We conduct shopalongs to identify your customers' pain points, motivations, and emotional drivers in the exact moment they make a purchase.

Video Ethnography


We often use video to help us better understand participants before we head into an ethnographic interview, or to capture real time reactions in-store. Video can also be incorporated into final reports to help teams better understand customers.

360 Ethnographic Interview


The modern consumer journey is not linear, and in-store and online experiences are more intertwined than ever before. Our 360° ethnographies explore in home, online and in-store behaviors to understand the process, steps and considerations at each point.

In-Person Ethnographic Survey

In-home ethnographies allow us to see firsthand what content and products your customer connects with, and how their day-to-day lives affect purchase decisions. This technique can be especially helpful when conducting international research.

Mobile Ethnography

Sometimes the only way to truly understand your customers' experience is to be there. We conduct shopalongs to identify your customers' pain points, motivations, and emotional drivers in the exact moment they make a purchase.

Video Ethnography

We often use video to help us better understand participants before we head into an ethnographic interview, or to capture real time reactions in-store. Video can also be incorporated into final reports to help teams better understand customers.

360 Ethnographic Interview

The modern consumer journey is not linear, and in-store and online experiences are more intertwined than ever before. Our 360° ethnographies explore in home, online and in-store behaviors to understand the process, steps and considerations at each point.