Ethnographic research looks at customers in their element, and experts can glean countless insights by observing their trends, habits and spending behaviors. Today’s businesses must leverage these resources, especially if they are struggling to appeal to new audiences or increase profits year over year. Discover why you would want to partner with the top ethnographic market research companies to learn more about your customers.
What Is an Ethnographic Market Research Firm?
Ethnographic marketing research is a service most businesses outsource. It involves a quantitative investigation into customer bases. The specific goals of engaging in these services can vary, including increasing profits or social media engagement. However, most discover customer behaviors, pain points, and corporate perceptions.
Researchers achieve this using multiple methods, whether it be text message-based polls or in-person interviews performed while the customer is shopping. The strategy depends on the client’s objectives and what research methods work best to achieve the desired outcomes.
Why Work With an Ethnographic Research Firm?
Research is one of the most essential ways to scale and optimize a business, but it is also one of the most time-consuming and labor-intensive. These reasons are why many companies choose to delegate the responsibility to a third party. Companies can work, business as usual, while others are digging deeper into what makes the organization and its customers tick.
It also introduces an impartial source to process discovery. Internal staff and stakeholders can bring more bias into research, invalidating results. Delegating to an outside party gives you access to more credible, comprehensive insights. The researchers can also bring a fresh perspective on the data without being clouded by a corporation’s financial interests or managerial predispositions.
Finally, researchers have access to industry-specific technologies and talent. They have data analysis software and tools most companies lack and do not have the capital to invest in. Firms also have data processing and visualization capabilities to transform the data they gather into the medium clients need to use and apply it to their operations.
5 Top Ethnographic Market Research Companies
These organizations can help large and small businesses discover more about their customer base to enhance their operations and products.
1. Lux Research
Lux Research has over 300 global clients and handles some of the biggest brands on the planet, including Honda, Nestle, McDonald’s and Tropicana. Its signature Lux Take has become a highly regarded staple, revealing customer insights concerning policy shifts, market dynamics and product developments in the client’s sector.
Its team leverages artificial intelligence (AI) in one of the most intentional ways in the industry. Lux transcends AI hype to educate clients about how large language models are improving corporate management and synthesizing narrative insights gathered by their experts. It is part of its proprietary intelligence platform, which uses AI alongside fact-based analyses and primary research data to gain the most value.
A review from a chief technology officer praised Lux, saying, “Lux keeps us grounded from the hype and fads and tells us what is real with technology and where the consumer is actually going.”
2. RKS Design
RKS Design has been conducting ethnographic research for over 45 years, has over 500 patents and has earned more than 200 industry awards. It has worked in diverse industries, including medical syringe manufacturers and guitar makers, which demonstrates its versatility and willingness to branch into new fields.
It covers the gamut of organizational optimization needs, from industrial design to innovation consulting. However, ethnographic research is a major pillar, which has helped organizations like Samsung pinpoint modern kitchen aesthetics and Unilever with designing tech-driven hygiene and wellness solutions.
The research process uses a psycho-aesthetics approach, which is a human-centered methodology designed to foster relationships. One customer stated this was a reason for their partnership, saying, “We needed research, industrial design, and software development. We chose RKS because they were the only firm we found that were really human-centered. The project was incredibly complicated and lasted about 13 months. … The end result is we have a performant solution that [has led] to incredible growth for our business.”
3. Ascendancy Research
Ascendancy Research has a combination of research and marketing professionals to make every client an industry influencer. Its headquarters are in Minneapolis, Minnesota, but its team fosters focus groups in all fields in every state in the country.
Its User Research and End User Collaboration service focuses on uncovering the best opportunities to obtain a competitive advantage, overcoming obstacles at the same time. This shows the company’s understanding and how long-term success requires digging deep into the positive and negative feelings of clientele to produce satisfying results.
Companies can feel confident hiring it to research customers because participants respond to their interactions with Ascendancy with glowing reviews. One mentioned, “This focus group was a fun learning experience. The facilitators really care about people’s opinions and take all feedback into consideration. I recommend everyone to participate in expressing their opinions. The bonus reward is receiving compensation for your feedback.” It highlights their commitment to fair compensation and honest communication.
4. Fountainhead Brand Strategy
Fountainhead Brand Strategy is one of the most progressive and holistic options on the market. Its Soul Purpose Positioning technique unpacks clients’ driving motivations and uses them to inform their interactions with participants, whether in their homes or neighborhoods. This is critical, as it identifies any alignment or perception concerns between management and stakeholders.
While undergoing research, Fountainhead tracks the brand’s health in the market to see if it is performing to expectations. The oversight helps clients compare their standing before and after ethnographic insights are implemented.
Fountainhead has represented luxury goods brands to centuries-old garden companies. A case study with a food brand touted Fountainhead’s team, “… broadened our client’s perspective on what ‘healthy’ really means to real families. This insight led to a new product map ranging from ‘full taste’ to ‘full health’ and updated product development guidelines for future products.”
5. National Field & Focus Inc.
National Field & Focus has been operating out of Boston since 1990. While it has only been around for over three decades, the team has over 50 years of experience in all types of ethnographic research fields, including focus groups, field management and interviewing. They also have a completely equipped commercial test kitchen to help the food and beverage sector conduct taste tests.
The team has state-of-the-art infrastructure of over 9,000 square feet to support its in-depth research efforts, focus groups and planning for multicity field management projects. It also hosts mock juries, sink and mirror research, and field intercepts to make its service portfolio one of the most diverse in the market.
Its participants enjoy working with it and often recommend National Field & Focus to community members. The reputation and kindness of the staff are essential for establishing it as an ethnographic researcher with access to a large audience with many perspectives. One mentioned, “I have participated on some studies with NFF from time to time over the years and have always had a very pleasant experience. The staff is very friendly and attentive. The tests and studies are performed with efficiency and professionalism.”
Methodology for Choosing the Top Ethnographic Market Research Companies
The methodology for choosing these businesses was based on the qualities that make a strong research firm. Each represents these ideals and boasts the best skills in the industry.
Research Expertise
It is the most apparent requirement, but this manifests in several ways. Firms must have expertise in interviews, surveys in multiple formats, group settings and real-time environmental analysis. They must also know how to synthesize the various formats in which insights can appear, transforming them into digestible formats for clients.
Integrity
Research companies deal with a lot of sensitive, proprietary information. Customers reveal personal details and need to feel their thoughts are held in a safe space. Reputable firms are transparent and prove they store accurate and organized information in secure environments. The ethnographers must also be honest and respectful to participants, requiring them to maintain integrity in every phase of the process.
Curiosity
Employees should want to help clients as much as possible, which means leaning into the field and getting to know the customers as much as possible. As interest and curiosity grows, it can lead to greater results because the questions and research motivations are more curated to the specific customer. These workers should want to uncover the “why” behind every action, because each one will reveal something new.
Empathy
Empathy is necessary because it makes communication more authentic between clients and subjects. It evokes a sense of trust when the researcher feels like they are on the same level as the customer instead of on the client’s side. It makes the process feel more collaborative and earns more thorough answers because the participants feel connected to the researchers.
Research Makes Perfect
Nothing is more valuable than data for a growing business. Ethnographic research is ideal because it embraces the more nuanced perspectives of your customers while having hard evidence on what they care about. Every organization should invest in one of these services to expand its scope and set goals based on the results.
