See What Your Consumer Isn't Telling You

"In this digital age, it's very easy to rely on online data to keep tabs on your consumer. While there is value in that kind of research, nothing can replace actually being with your consumer, in their 'real world.' This kind of ethnographic research is a great way to identify compensatory behaviors your consumers may not even recognize they're making, and to see how they interact with your product, observing how they store it, use it and what delights or confounds them about their product experience. You can even see what is competing for their time and attention. Face-to-face interaction is also a great way to gauge intensity of consumer reactions to new products, packaging or concepts. Watch their body language and how respondents express themselves-are they truly excited by the idea, or do they unconvincingly express interest in your idea? Skilled ethnographic researchers can help you uncover these real world truths, creating an environment that keeps your respondents comfortable and 'real.'"

Jon Hall
Managing Partner
SpencerHall, Inc.
Cincinatti
www.spencerhall.com