- Frequent visits are done to households with different socio-cultural and economic backgrounds over a certain period of time by ethnographists:
- During the visits individual interviews are conducted and observations from the main tasks done routinely at home. Also the use of electronic and domestic devices, food, beverages and entertainment consumed by the family.
- The experience and learning form this approach are very rich and satisfactory being used later on the insights generation and ideas for new concepts, products, packaging, communication, etc.
SHARED ROUTINE – OUTDOOR
There are proposed routine tasks for the participant, and those are followed by etnographists that observed the consumer behavior in different moments/situations and places never interfering on their processes.
It is usual after the fieldworks a workshop with all the team to share learning and experiences and formalized the experience very often-developing new ideas, products, and concepts.
SENSORIAL MAPPING: CORPORATE AND EDUCATIONAL CLIMATE AND IMAGE
Qualitative and quantitative methodologies are used for the gestalt understanding of the issues relating to the organization, relationships, norms and other questions.
Employees/students answer a “on line” survey.
Answers are compared between areas and with global data and back data (if it is available).
The quantitative results sketch a sensorial mapping that indicates precisely where are the main issues. After the quantitative results, focus group and in depth interviews are done to understand the main issues with participants from different areas/courses and hierarchic levels.
The study results will be the base for the action standard plan for the next year.