Creative EthnographySM services

You can never know too much about your customers. While watching consumers reveals a lot, observation alone doesn't tell you what's going on in their hearts or minds.

Creative EthnographySM services help you uncover deeper, richer consumer insights that go beyond observation to the emotions and motivations behind consumer behavior.

Working with a Marketing Professor and experienced ethnographer, Ideas To Go created a process that incorporates our expertise in process facilitation and consumer-driven ideation with an interactive, observational study of consumers in their own environment — be it work, home or social setting.

Here's how it works:

• The whole process is facilitated from beginning to end so that your team gets expert preparation, training and the most productive session possible.
• We use our Creative Consumers® associates — who are more articulate and insightful than traditional observational subjects - to work with you to dig deeper to find the "whys" behind their behaviors. We also custom-recruit and train specialty market customers to meet niche needs.
• You and your team are actively involved in the visits, giving you a chance to observe as well as interact.
• After the visits, your team is led through a debriefing session to help process what you've learned and uncover hidden insights that give you a deeper, more well-rounded and informed understanding of your consumer.
• That learning then can be carried directly into an Ideas To Go ideation session on new products, positioning or other areas of strategic opportunity.

Here are some ways you can use it:

• If you want to discover unarticulated consumer needs.
• When you need to understand the impact of consumer lifestyles and real-world behaviors on product usage and needs.
• If your team has little direct experience with your target consumer.
• When you need to see how specific products or product prototypes perform in real consumer environments.
• When you need a better perspective on changing consumer trends or how they can affect line evolutions for your brand.

Contact a facilitator for more information on Creative EthnographySM services, or to request a proposal.