Ethnographic Research
Ethnographic Market Research by Kelton Global
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Ethnographic Research

Detect future consumer needs, identify emerging routines and understand the nuanced motivations behind shoppers’ actions.

Ethnography and contextual inquiry give us a 360-degree view of consumers’ lives, letting us see what they can’t always explain in words. Whether in-home, in-office, in-store or online, ethnographic market research interviews can help your team understand customer and employee preferences and behaviors, giving you a firsthand glimpse into how they actually manifest in social settings. Our ethnographers are trained to deconstruct the ecosystem in which purchase decisions are made and work gets done – asking exactly the right questions to elicit candid responses that level up to core beliefs. They not only speak with people about what they do but also observe their actions and behaviors, identifying patterns and contradictions that can yield subtle, but high opportunity, areas for innovation.

 

Case Studies

Learn more about how our ethnographic research has energized strategy for global brands, disruptive startups and everything in between.

Gen Z Doesn't Need Your Brand
Perspectives

Ethnographic Market Research: Why Gen Z Doesn't Need Your Brand


We recently conducted Gen Z enthographic market research to better understand their thoughts on brands and marketing. Turns out they think most brands are getting it wrong. Check out our video below to hear why Gen Zers feel this way and tips to connect with them.

How We’re Different

The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just numbers crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge.

Empathic By Design


Everyone says it. Our roots in journalism mean we live it and breathe it. We listen, observe, sympathize and strategize to produce tangible outputs that inspire action.

Inspiring Authentic Moments


The creative exercises we direct, the environments we choose, and the technologies we use are all designed to foster candid interactions. But in the end, it’s our researchers’ abilities that makes insights unfold.

All About Context


People are complicated. Cultures are highly variable. Different industries carry different nuances. We leverage all three frames of reference in our qualitative work because often, it’s the context surrounding the answer that delivers the breakthrough.

Global Perspective


Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.

Empathic By Design

Everyone says it. Our roots in journalism mean we live it and breathe it. We listen, observe, sympathize and strategize to produce tangible outputs that inspire action.

Inspiring Authentic Moments

The creative exercises we direct, the environments we choose, and the technologies we use are all designed to foster candid interactions. But in the end, it’s our researchers’ abilities that makes insights unfold.

All About Context

People are complicated. Cultures are highly variable. Different industries carry different nuances. We leverage all three frames of reference in our qualitative work because often, it’s the context surrounding the answer that delivers the breakthrough.

Global Perspective

Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.