Cutting-edge market research through Ethnography and Eye Tracking


Our Focus Group and Concept Evaluation studies provide insight into consumer decision-making and help identify concepts with the most potential. We also provide
Ad Evaluation through online consumer panels, ensuring cost effective insights with rapid turnaround times.

We have helped Clients solve their marketing challenges and completed successful projects across many industries. The fundamentals of the cutting-edge Ethnographic Research and Eye Tracking Research techniques are applicable to all markets with a focus on generating game-changing, holistic CONSUMER INSIGHTS.

Ethnos has a far-reaching African presence, having conducted in-depth ethnographic research in 26 African countries. We are specialists in the key emerging economies of Nigeria, Ghana, Kenya and Tanzania, however have conducted fieldwork in regions as diverse as Mauritania and Rwanda.

Ethnos is a specialist South African CONSUMER INSIGHTS agency, with 10 years of experience, that focuses on the early marketing planning phase of the marketing cycle to ensure smarter, more-profitable decisions are made before launch.

We deliver a 360° view of consumers and markets to help you create successful Customer Value Propositions and a marketing strategy to maximise your ROI with minimal risk.

We specialise in conducting Ethnographic Research that unearths in-depth insights by understanding the in-home reality, customer behaviour and needs that traditional research methodologies cannot deliver.

Our Eye-Tracking expertise accurately measures actual attention, engagement, memory and the consumer’s subconscious behaviour. Eye-tracking is a cutting-edge technique that is used for: User Experience (UX) Studies, Ad & Packaging Testing, and Shopper Studies.

African Presence

Ethnos has a far-reaching African presence, having conducted in-depth ethnographic research in 26 African countries. We are specialists in the key emerging economies of Nigeria, Ghana, Kenya and Tanzania, however have conducted fieldwork in regions as diverse as Mauritania and Rwanda.

Our highly experienced team provides on the ground Consumer Insights in the form of Customer Value Propositions, In-Home Product Testing and Customer Needs Analysis.

Given the socio-cultural complexity of the African continent, gaining a foothold in new markets can be a daunting task. However, Ethnos mitigates such risk by delving into the unspoken socio-cultural influences which shape consumer motivations, behaviour and needs, thereby providing our clients with strategic business acumen with which to make informed pre-launch decisions.

Our Clients