To gain the greatest insights into audience behavior, we conduct ethnographic research in users’ own environments. We follow them around to understand in detail their contexts, habits, patterns and practices.
We examine audience behavior in terms of cultural trends, lifestyle factors, attitudes, and how social context influences purchase and usage choices. It is with this knowledge that both nuanced understanding and breakthrough findings can appear. We use a variety of techniques and forums to gain a complete understanding of our targets in the real world and how the products, services, and brands they choose fit into their daily lives as well as what these things mean to them. Ethnography is a good tool for uncovering insights, gaining deep perspectives, and exploring emerging trends.