One of the tools we use to achieve depth of insight into the consumer is the ethnographic interview

• Spending time with individuals in their own settings - home, work, shopping, in the car, in the bar, in front of the computer, etc..
• Environments themselves provide a rich source of symbolic, cultural and personal references
  
  • Heighten our comprehension of relationships with products, services or brands
  • Provide insight into how that relationship can be translated into meaningful product benefits and compelling messaging
  • Being surrounded by meaningful possessions or familiar landmarks establish candor and honesty, and enhance our understanding of how the product, brand or service is integrated into their lives
  • Interactions among friends, family and co-workers add significant context and emotional depth to our understanding