How to use ethnography for in-depth consumer insight

Spending a weekend sitting in someone else’s house reporting when, why and how much they ate, drank, bathed, watched TV or used their mobile phone isn’t everyone’s idea of a good time, but for a marketer it is one of the best ways to gain deeper customer insight, according to a feature article in Marketing Week.

The process, often referred to as ethnography, can result in breakthroughs for brands, offering an insight into what people are really like, rather than what they want researchers to think they are like.