page_title: Consumer behaviour
section_title: Ethnographic research
hierarchical_section_title: Consumer behaviour / Research methods used / Ethnographic research
caption_attribution_description: English: Tetra Pak product family overview (2010), with generic display design called "Nature's Paper". Products shown in the picture, from the left: Tetra Classic Aseptic, Tetra Recart, Tetra Top, Tetra Brik Aseptic, Tetra Gemina Aseptic, Tetra Rex, Tetra Fino Aseptic, Tetra Prisma Aseptic and Tetra Wedge Aseptic. Svenska: En översikt av Tetra Paks produktfamiljer (2010), här med "Nature's Paper" standarddesign. Produkter i bilden, från vänster: Tetra Classic Aseptic, Tetra Recart, Tetra Top, Tetra Brik Aseptic, Tetra Gemina Aseptic, Tetra Rex, Tetra Fino Aseptic, Tetra Prisma Aseptic och Tetra Wedge Aseptic.
context_page_description: Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline of marketing, but has become an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics.
  The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables, in an attempt to understand people's wants and consumption. Also investigated are the influences on the consumer, from groups such as family, friends, sports, and reference groups, to society in general, including brand-influencers and opinion leaders.
  Research has shown that consumer behaviour is difficult to predict, even for experts in the field; however, new research methods, such as ethnography and consumer neuroscience, are shedding new light on how consumers make decisions.
context_section_description: Ethnographic research or ethnography has its origins in anthropology. However, marketers use ethnographic research to study the consumer in terms of cultural trends, lifestyle factors, attitudes and the way that social context influences product selection, consumption and usage.  Ethnographic research, also called participant observation, attempts to study consumer behaviour in natural settings rather than in artificial environment such as labs. Different types of ethnographic research are used in marketing including;
  Observed product usage: observing regular product usage at home or work, to gain insights into how products are opened, prepared, consumed, stored, disposed etc. to gain insights into the usefulness of packaging, labelling and general usage
  Day-in-the-life studies: extended visits during product usage situations to gain insights into norms and consumer expectations
  Accompanied purchase or shop-alongs: researcher accompanies a shopper on a purchase expedition to gain insights into consumer responses to merchandising and other sales tactics
  Cultural studies: similar to traditional ethnography; extended stays with a group or tribe with a view to uncovering the fundamental rules and conventions that govern behaviour
  Guerilla ethnography: random observations in public settings to help establish research questions or to gain quick insights into specific behaviours
  Mystery shopping: observations in the retail context with a view to gaining insights into the customer's service experience
  Multiple methodologies: combining ethnographic research methods with conventional research techniques with a view to triangulating results
  Trendspotters such as Faith Popcorn's BrainReserve make extensive use of ethnographic research to spot emergent trends.
caption: Product usage studies are used to improve packaging design.
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