UK-based Engage Research has launched an omnibus-style ethnographic study called 'ethnobus', drawing on a range of sources from blogs to cupboard audits.
London-based Engage, which was founded in 2005 by a team of former Research International directors, offers a broad range of experience across brands, categories, markets and business issues, using a wide range of research techniques.
In addition to traditional observation, methodology for the new ethnobus will include techniques such as online blogs, examination of household photographs and shopping receipts, home observations and cupboard audits.
All subscribers will receive full reports on marketing context topics such as lifestyle and attitudes, purchase influences and priorities, and shopping habits, and each round will cover a different target consumer, starting with younger families.
Qualitative Director Andy Barker (pictured) comments: 'Ethnography is one of the most valuable research tools, but it can also create an enormous amount of data that is not relevant or useful or necessarily specific to an individual brand or client, that could have value for somebody else. By adopting an omnibus approach, ethnobus can enable the same piece of research to be shared across non-competitive clients and categories to give shared costs but exclusive insights.'
Web site: www.engage-research.co.uk .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.