Ethnography
Understand people in the context of their everyday lives.
Ethnographic research observes and talks with people in their own environment, at home, in store, or at work, to understand what they actually do and why.
Turn questions into clearer decisions
From home visits to accompanied shopping, ethnography uncovers habits, workarounds, and unmet needs that people rarely mention when asked directly.
Real context
Homes, shops, workplaces, and communities
Observed behaviour
What people do, not only what they say
Rich documentation
Field notes, photos, and video
About Ethnography
Ethnography studies people in their natural setting through observation and conversation. It is well suited to understanding daily routines, product usage, shopping behaviour, and the cultural and social context around a category.
Seeing behaviour first-hand often reveals gaps between what people say and what they do, which makes it a strong starting point for innovation and for designing products and services that fit real life.
How BOI can help you
End-to-end support, from design to decisions.
We provide comprehensive qualitative research services, combining technical expertise with practical experience. Our team can help you with:
- Research design
- Observation & interview guides
- Participant screening & recruitment
- Home visits & accompanied shopping
- Field observation
- Photo & video documentation
- Analysis & reporting
- Recommendations for action
Ready to start your research?
Contact us or submit an RFP, and our team will get back to you shortly.
OR
Talk to our Directors
We’re here to understand your objectives and explore how our research services can support your decisions.
