Understand the Living Circumstances of Consumers
The aim of ethnographic interviews is to better understand the living circumstances of consumers and thus the context in which attitudes and habits develop. For this purpose, as well as being interviewed, subjects are observed in their natural surroundings (at home, in the workplace, when shopping, etc.). Often photos are taken to provide additional illustration. The method of the ethnographic interviews is frequently the starting point for product developments or innovation processes, and is ideally suited, for example, as a basis for the development of personas.