Ethnographic Interviews

Ethnographic interviews are typically conducted within “real world” environments, such as consumer’s homes or workplaces, as a means to uncover attitudes and behaviors with respect to particular test marketing elements within a familiar context. Data collection is often done through participant observation, in-depth, open-ended interviews, and questionnaires. Merchant Mechanics values ethnographic measures as the best way to assess lifestyles and consumer attitudes and dispositions within context.  Our award-winning ethnographic interviews are conducted by staff with graduate level degrees in psychology, and are unparalleled in subtly uncovering consumer insight at the experiential and planning phases along the Path to Purchase.  We utilize our expertise in consumer decision making and experimental design to apply quantitative assessments within the construct of a traditionally qualitative methodology.