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| Clients : Fisher-Price Training in Ethnographic Methods Fisher-Price conducts observations of children on site through their Play Lab and does focus groups and other traditional types of marketing research. However, they needed to see how kids (and their moms!) interact with toys and products where they really use them. So Robbie and Context came in to jump-start their ethnographic research project. Context took Fisher-Price marketers, researchers and designers through a one-day session that taught the basics of conducting ethnographic research. It made all the difference when they went in the field to do their own observations. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. 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. Sign up here to get notified when new information is available. |
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