MARKET RESEARCH – HOW ETHNOGRAPHY AND CONSUMER PROFILING STUDY HELP PROVIDE QUALITATIVE MARKET RESEARCH RESULTS

Since qualitative research seems so subjective, laymen find it hard to explain what we do. Ethnographic studies, consumer profiling studies provide insights about customer behaviour and attitudes.

As we go deeper into qualitative market research techniques, you will find yourself fascinated by the different methods that are used to find out more about consumer insight and customer behaviour. All these insights are used by business and they can tweak their communication accordingly.

Now, in the last part of this series, I am going to cover a few remaining things that are part of qualitative research.

Ethnographic Study

This entails observing consumers’ moods, reactions and behaviour in a setting that is unusual from their own and then collating feedback about their reactions towards the same.

Organisations and businesses commission ethnographic studies to us, when they want to bring a new product in the market that will create a different environment, and now they want to determine, at which time or occasion are consumers most willing to accept that change in environment

Exploratory Study

This study is done when companies are not sure about their target audience and want to target the right kind of audience for their product

Also, when the companies want to gain insights about the category (related to their products) and use it in their future strategies towards developing a product

Consumer Profiling Study

Any brand of products or services has various other competitors in the market Thus, organisations ask us to do Consumer Profiling Study to find out which types of consumers go for a particular brand with respect to their nature, attitude towards life and towards that product category.

Consumer Profiling Studies help businesses find out exactly which consumers who are going for their products or services with respect to their attitude towards the particular product or product category.

Moments of Usage & Consumption

From this study, organisations can find out the moments of consumption of a particular product

This study helps a brand in making impactful communication strategies keeping those moments in mind. For example, in the ad, those moments of consumption can be shown or the benefits of the product can be depicted at those particular moments

So you see, qualitative market research is a vast subject and covers many things. Each takes a skilled researcher to collate this information and provide analysis.

Ref: - http://www.coralresearch.in/blog/2015/09/10/market-research-how-ethnography-and-consumer-profiling-study-help-provide-qualitative-market-research-results/