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Context Research provides insight that companies can't get from traditional focus groups, surveys and lab-based research. Our approach combines the qualitative research skills of cultural anthropologists, the creativity of professional designers and the communications and business strategy of marketing experts. We observe and interact with people to figure out how they adapt to and fit products and services into their lives.
Our proprietary global network of over 3,500 cultural anthropologists report observations in real time and can be assembled to address research problems quickly and efficiently. They observe people in their home, work and play environments, listen to their stories, watch what they do on a day-to-day basis and then turn those discoveries into actionable plans, innovations and applications. The end result brings clients closer to the actual experience of their customers and leads to development of better products and services.
Combining Context and Carton Donofrio Partners capabilities, we seamlessly move from recommendation to concept and design execution.
Tactics we use to gather information and gain insight:
- E.T.A. – Ethnographic Trend Assessment
The ETA is rapid, qualitative consumer research that spots new market trends in any category through observational research and interviews.
- Ethnographic Brand Consulting
In-depth interviews and observations with participants across market segments help reveal how a client's product or messaging interacts with people's real-life experience.
- Consumer Panel Development
We assemble panels of target audiences for long-term, ethnographic interviews and observational research. Consumer panels provide continuous feedback on a client's messaging and/or services over a period of time.
- Web Site Usability Research
The G.U.T. Check (General Usability Test) involves anthropologists going into consumers' homes or offices for structured observation of how a client's web site is used. The G.U.T. Check is both quantitative and qualitative and leads directly to site enhancements or prototyping.
To learn more, visit www.contextresearch.com.
To subscribe to Context’s Margaret’s Walking Stick, click here. You’ll receive free monthly cultural insights and learn about ethnography along the way.
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