Ethnographies

In addition to our many other qualitative research techniques, Clarion Research offers innovative Ethnographic Studies -- the study of consumer behavior in their natural context of their daily lives, such as observing how consumers shop, work, play, live.  

Ethnographic studies involve observation of behavior and physical setting along with open-ended or unscripted interviews to obtain participants’ perspectives. These studies incorporate observation techniques, one-on-one interviews, and sometimes audio- and video-tapes to record consumers in their normal settings. 

At Clarion Research, we use Ethnographic studies on behalf of our clients to explore, uncover, and understand the consumer viewpoint – and how their attitudes, behaviors and beliefs are developed in the context of their lives.  Ethnography provides a more complete perspective of the consumer -- in the context of their everyday lives.   

As part of our Ethnographic studies, we often include: 

• Consumer observations – behavior practice, tendencies, and routines
• Unstructured in-depth interviews
• Family, friend, neighbor, colleague interviews
• Consumer completed diaries or journals
• Photo collages of consumer life and/or environment
• Video/audio presentations of consumer life and/or environment

For more information about Clarion Research qualitative research services, please contact Steve Crane, 212-664-1100 or steve.crane@clarionresearch.com