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How
to Use Ethnography : Unmet Product Needs / Product Development The best new products are those that fill a particular void in people's lives. Unfortunately, people often can't articulate their needs, or don't realize they need something until they spot a product that fills the need. Our Unmet Needs Studies examine people's behaviors in certain categories, looking for any gaps between what people have and what they need. We don't rely on consumers' words – we study their behavior. For Unmet Needs Studies, we typically collaborate with product design firms. Product designers go with Context anthropologists into people's homes and workplaces, developing new product ideas while research is in the field. At the end of these studies, we work with the design firm to deliver an ethnographic model showing consumer needs and product concept sketches designed to meet those needs. Click here to view the ExxonMobil case study. Click here to view the Hunt case study. |
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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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