Context: context-based research group

About Context
What is Ethnography?
Our Process
People
Careers

About Context : Our Process
The Context process is built on a core belief that we work best when we work closely with our clients. Our clients are as involved as they want to be in what we do, every step of the way.

Though the length and intensity of each step might vary depending on the scope of the project, we follow the same basic steps for every project:

Step One: Kickoff Meeting
A successful study requires a good beginning. That's why our first step is to gather all of the project stakeholders – from Context, the client, even client partners – for a kickoff meeting. During this meeting, we gather information and make decisions about the study objectives and methodology, the detailed questions the study must answer, and the participant sample.

After this meeting, we create a document detailing all of the study specs. This InfoDoc serves as a benchmark for the entire study.

Step Two: Design and Launch Field Research
This is the part of the project in which we really go deep. Once all stakeholders have agreed upon the study specs, we design and launch the field research itself. Ethnographers living and working in the cities selected study participants, writing reports along the way.

As the researchers complete reports, they upload them to a secure web site. The entire study team will have access to this site, via password, so everyone can read as much as they'd like throughout the process.

Step Three: Analysis
As soon as reports are available, the Context team begins the analysis process – the time when we discover meaning. We conduct a series of insight sessions, during which we discuss the data and connect it back to the specific study objectives and to larger trends in the marketplace.

Step Four: Checkpoint Calls
During the field research and analysis, we hold a series of checkpoint conference calls or meetings with the client to discuss project status and preliminary findings. These sessions also provide an opportunity to ask new questions, or to redirect the remainder of the research if a new area of interest emerges.

Step Five: Deliverable Development
Once the field research is complete, we begin to work on our final deliverables. Context deliverables come in a wide range of forms – from video to PowerPoint® presentations to oversized boards. We work with our clients early in the project to decide which deliverable format will help them best communicate internally.

Step Six: Final Presentation
Our final presentations are workshop sessions. We once again gather all of the project stakeholders, and meet to discuss the study insights and to brainstorm ways to take what we've learned as a group and make something happen.

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover Simplexity. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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