To gain an in-depth understanding of the actual customer experience with regards to the potential product/service.
To gain insights around their decision-making, improvements with regard to the product/service concepts and identify the concept with most potential.
To get feedback on potential pricing and the most effective communication channels.
METHODOLOGY AND DELIVERABLES:
Consumers take us on their pilot experience using a “think-aloud” approach to understand what they are doing and thinking.
For some products and categories we place the product in-home so consumers can use and experience the product. We do a pre-placement interview and get consumers to complete diaries and take photographs to describe their usage and experience. After usage, we conduct a detailed final discussion.
We use highly trained ethnographers to facilitate the discussion and piloting exercise which they record (audio and visual) and take comprehensive notes of.
We take a short video clip of each respondent to provide further insight about the actual experience and perceptions of the core communication target market.
Case study: Next generation product revamp
We were approached by one of the world’s leading mobile operators after a new product that had been developed for emerging markets, had been under performing in terms of uptake and sales.
We were asked to provide recommendations on how to exceed customer expectations with the 2nd generation product.
What we did
We conducted in-home ethnographic research with current and potential customers across South Africa. This constituted a detailed initial discussion to evaluate the "out-of-box" and user experience of the 1st generation product.
The 2nd generation concept was given to consumers for a period of two weeks to assess the overall appeal of the new product and evaluate the user experience of everyday interaction with the device. Consumers were tasked with completing a detailed diary along with audio-visual feedback.
We then conducted a post-testing discussion with consumers to gain 2nd generation feedback and better understand user behavior.
Our research identified crucial consumer solutions to the potential blocking points as well as flaws and missing features that the 2nd generation product incorporated - thus launching with great success.
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 are experts at conducting Ethnographic Research and Eye Tracking Research that delivers a 360° understanding of consumers and markets.
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Boost Africa Foundation is a Cape Town based NGO that assists children together with their families living in extreme poverty to stay in school. This initiative aims to establish leadership and role models in these communities through education.
Ethnos is proud to be involved with Boost Africa Foundation to help inspire and develop the future legends of South Africa.