“If you make listening and observation your occupation you will gain much more than you can by talk.”
– Robert Baden-Powell
We typically use this qualitative technique in combination with other insights gathering activities; for example, it is often engaged as a precursor to focus groups or quantitative studies because of its value to inform and provide inputs that make those next phases of research more relevant. Among the advantages of our ethnographic in market research is how it provides a depth of understanding that challenges assumptions. It allows us to see realities in dimensions and account for the complexity of behaviors and interrelationships.