Ethnography is a holistic technique that goes beyond the limitations of focus groups by taking marketing research outside the laboratory setting. Ethnographers observe, interview, and videotape people in the context of their everyday lives: where they work, live, shop, and play. Ethnography overcomes the artificial nature of surveys and their standard question-and-answer format, which are based on self-reporting and the researcher’s frame of reference. And, ultimately, ethnographic research reveals the unspoken cultural and social patterns that shape consumer behaviour.
Asia Research Partners aggressively focuses on and executes ethnographic research as leading businesses recognize the value of ethnographic research and are incorporating it into more traditional marketing research methods. Our moderators have extensive experience conducting focus group discussions with consumers, Business-to-Business, and government stakeholders across India. Our focus group moderators have comprehensive sectoral knowledge and moderating skills that combine direct and projective techniques. Our moderators can provide you with valuable insights and advice about the responses gained from focus group participants.