Ethnographic market research agency
Ethnographic research is a qualitative market research technique in which respondents and participants are observed using products and services in their environments, such as using a kitchen appliance to make a meal in their own home or testing a new ergonomic mouse in the workplace.
50+ ethnography projects completed
Ethnographies run in 10+ countries
2000+ ethnography participants recruited
Why ethnographies?
Why should you conduct ethnography market research?
Ethnographies (ethnos) can be used to evaluate an existing design but they are more often used to evaluate new designs before they are released commercially, with the aim of discovering in situ any design problems missed during R&D. Often this can be achieved with a relatively small number of interviews, say five to ten, although FieldworkHub has run ethnographic research involving interviews with up to 30 different participants.
Ethnographic market research is also powerful in evaluating emotional responses and attitudes which participants may be hesitant to share in an interview. This kind of immersive study is a regular component of more complex research projects, getting revealing valuable insights which aren’t normally articulated through interviews.
Ethnography clients
Selected ethnography market research clients
FieldworkHub has arranged ethnographies for some of the world’s leading brands...
Types of ethnographies
What are the different types of ethnographies?
Ethnographic research is very diverse. In this section, we list some of the common situations when ethnographies may be used.
Design ethnographies
A design ethnography helps designers to understand the challenges that people face in performing particular tasks at home or at work. This type of research aids designers in creating products that better meet user needs.
Medical ethnographies
A medical ethnography examines the experiences of patients and/or healthcare practitioners. It is widely used in the development of medical technologies but can also be used to improve healthcare delivery and patient care.
Retail ethnographies
A retail ethnography studies shopping behaviours and in-store experiences. It helps retailers optimise store layouts and customer service by observing how customers navigate retail environments.
Case studies
Case studies of ethnographic research
We are experts in recruiting participants for ethnographies in the UK, Europe and beyond. We have successfully recruited for more than 50 ethnography projects and have run ethnos in more than 10 different countries. Here is a small selection of our previous ethnography research.
Ethnographic research: corn farmers, crop yield, USA
A company that supplies products and services to help farmers improve crop yields wanted to conduct depth interviews with corn farmers and agronomists in Illinois and Iowa. We recruited over 40 farmers and advisers in two phases and assisted with planning the travel schedules for each group of interviewers.
Ethnographic research: personal mobility, UAE
A Middle Eastern corporation wanted to carry out ethnographic research in the UAE on topics relating to personal mobility. Our work involved finding respondents with very particular B2C and B2B profiles. We recruited around 100 respondents which included Emiratis, Expats and high earners.
Ethnographic user testing: medical packaging
A US-based company that provides human factors engineering services and usability testing to medical device manufacturers, wanted to conduct research involving participants testing a new type of medical packaging in their homes. We recruited participants with differing backgrounds and scheduled the interviews.
Ethnographies: energy topics, Oman
An Omani corporation wanted to carry out ethnographic research on energy topics with a diverse range of target groups, including petrol station customers, independent retailers, commercial fleet procurement and operations managers, and energy managers for large buildings. We recruited almost 50 respondents and provided on-the-ground support.
Ethnographies: home-owners on air conditioning, UK
We completed a full-service project for a Japanese manufacturer to understand more about the need for domestic air conditioning in and around London. We found participants for in-home immersion interviews to help the client explore the structural capacity of UK homes, price expectations and installation challenges.
Ethnographies: shippers & logistics companies, Turkey
A major energy company wanted to find out if an innovative logistics proposition was likely to be successful in Turkey. We recruited 16 representatives, to take part in in-depth interviews, in Istanbul and Ankara from companies that ship and carry good in Turkey. FieldworkHub also supplied local management services.
Client testimonials
Testimonials from clients conducting ethnographies
Here’s what some of our previous clients for ethnographic research say about us.
FieldworkHub have been absolutely amazing in supporting our niche and high velocity research needs. Caroline and the team have provided us with consistently high standards of recruitment, project management and transport support. They are very adaptable and accommodating, able to flex with our unique needs and agile ways of working. They are my go-to research partner for all of these reasons.
Jesse
Strategic Design Lead
Global Innovation and Incubation Firm
UK
The team at FieldworkHub have been an absolute pleasure to work with. We threw in a mid-fieldwork curveball requesting additional sample and the team accepted the request with no issues in delivering. The quality of the sample was high and I have no hesitation in recommending FieldworkHub and look forward to working with them again.
Mandeep
Senior Account Director
Global Market Research Agency
UK
Got questions?
Frequently Asked Questions
As consultants in the research space, we’ve got the answers to your questions about how to facilitate ethnographic research. And if there’s anything left unanswered, drop us an email or give the team a call. We’d be happy to help.
1
How long does an ethnographic research session typically last?
The duration of each individual ethnographic interview is typically between 60 minutes and 150 minutes, depending on the activities needed to be observed.
2
What challenges are associated with ethnographic research?
For ethnographic research with consumers, the main challenge is typically to ensure that the participants behave in their usual way, even though they are being observed. The same issue may arise in B2B and healthcare ethnographic research (the ‘Hawthorne effect’) but often the challenges are more practical: in many organisations it is difficult to arrange access to the work environment because of concerns about health and safety, security or disruption to workflows.
3
What is the difference between ethnographies and other qualitative methods?
Ethnography differs from other qualitative methods like in-depth interviews and focus groups, by emphasising detailed observation within the natural setting of a home or workplace, rather than taking participants away from their setting to participate in an interview or group discussion.
Ready to elevate your ethnography research with professional fieldwork services?
Contact our fieldwork specialists to discuss how our comprehensive ethnography services can deliver the authentic insights your business needs.
