Case Study: Consumer Ethnography

Ethnographic Research

Francophone fieldwork that took category managers into Quebeckers' homes and their favorite grocery stores to observe how they planned and shopped for beer.

The Work

Francophone fieldwork that took category managers into Quebeckers’ homes and favorite grocery stores to observe how they planned and shopped for beer.¬†Getting product and category managers out of the office and into the field to meet their customers takes a bit of planning and preparation. My team and I handled logistics, filming, facilitated the discussions and coached our visitors beforehand so they would also get the most out of their experience in the field.¬†Clients learned more about customers’ decision-making process and gained insights into ways the category offering was presented in both convenience and grocery stores.

The Methodology

Semi-structured one-on-one contextual interviews and observation