Observing Customers

We believe that observing customers in the moment and in situation is the best way to discover who they are, what drives them, what’s missing in their world, etc. If you want to know how people feel about plants and gardening, meet them in their yard and talk about their garden. If you want to know what products people use when they hike, go on a hike with them.

In-Person, Digital and Mobile Ethnography

We love being in-person with consumers. We have taken teams of our researchers and clients to consumer homes, business offices, grocery stores, nurseries, wineries, etc. But you don’t have to always physically be with the person. Technology has enabled us to observe people virtually. We use a number of creative digital and mobile platforms to allow people to take us with them through their daily life. Customers can use laptops, tablets or smartphones to capture their world for you. We use highly instructive exercises to make sure we get the most out of the digital ethnography.

Learn more about why we like using digital ethnographies to get close to customers

Artifacts and Reporting

Ethnography is all about bringing the customer to life. We take video, photos, screenshots and other artifacts and pull them into lively reports and highlight reels that can be shared across your company to engage and immerse your broader team.

Ethnographic Field Guide

When we are out observing people, we like use a field guide to help us focus on what to observe and capture. This helps drive the robust set of artifacts you gather to share with your team, but also ensures your fieldwork goes off without a hitch. Check out our field guide and feel free to use it with your teams!

Download our Ethnographic Field Guide