Ethnographic Studies

Research into behaviour, living conditions, needs, values and beliefsinfluencing shopping decisions

Why and when?

  • To see the genuine behaviour of consumers in their natural setting
  • To get to know consumers' habits, values and beliefs, social environment, everyday activities, non-verbal communication and other elements hard to describe objectively

What do you get?

  • A description of the aspects of everyday life that exert a significant influence on needs: space, daily rituals, the social environment, traditions and models, values, aspirations
  • Identifying needs that are not being satisfied
  • A description of potential areas for new products, identifying their competitive setting


  • Studies are conducted in the respondents' natural setting
  • Often involving a few techniques: observation, in-depth interviewing, and analysis of objects or actual states

Learn more

Patrycja Szymańska
Qualitative Research Director