|
|
 |
Ethnography: Contextual Applications of Voice of the Customer
Ethnography – also sometimes referred to as “the deep dive,” “customer site visits,” or “contextual inquiry” – has been
gaining popularity in recent years, and has proven to be extremely useful in gaining rich, new consumer insights. The
idea behind ethnography is that observers can learn a great simply by watching customers in their natural habitat, as they
use a particular product or service, or try to complete certain tasks or achieve certain outcomes. This type of observational
research helps developers and designers better understand customer needs, and is often used along with some form of active,
verbal questioning, as part of the Voice of the Customer process
AMS has extensive experience in conducting ethnographic research for Voice of the Customer applications, encompassing a
variety of consumer electronics, medical devices, and other high-tech products. Most of our senior research professionals
engaged in Voice of the Customer and ethnographic research have been designing and directing marketing studies for over 15
years. We can work with you to design a study that will incorporate “best practices” in new product development research,
often employing a mix of methods for gathering customer needs: traditional sit-down customer interviews, contextual
observation, focus groups, or telephone or Internet surveys. To determine the best approach for each research study, AMS
consultants will consider such factors as:
- The nature of your product or service, including whether it is a new introduction or a modification of an existing product
- The advantages of conducting research at the customer’s site versus a central interviewing facility, including an examination
of the appropriateness of and customer’s receptiveness to on-site visits.
- The optimal number of customers to interview/observe simultaneously; and
- The project budget and time frame
A Two-Pronged Approach
Ultimately, we have found that for many clients interested in ethnography, a mix of on-site research and central location
interviewing is the best approach. Despite the many advantages of ethnographic research, verbal interviews are usually necessary
in order to gather needs in the customer’s own words, which can later be used to properly affinitize and prioritize these needs.
AMS consultants will take into account budget constraints, time frames, and product considerations, to devise the best strategy
for your particular engagement.
To learn more, please contact us at inquiry@ams-inc.com or call Gerry Katz, Executive Vice President, at (781) 250-6303.
|
 |
