Photo-Ethnography™ is a
unique research methodology that gives consumers a powerful way to express
themselves: by using
photography.
We put 35mm cameras in the hands of target audience respondents and ask them to address a question such as “How does your pet affect your life?”. The question is directly related to the key client strategic/marketing issue and is phrased in easy-to-understand consumer terms.
Respondents spend several weeks exploring the question and taking photos that express their behavior, attitudes, and emotions.
Respondents become very involved with the project, becoming their own ethnographers and observing their private lives without the bias of an outside observer. This yields insights which are simply not achieveable with traditional focus group research or with classic ethnography.
Photo-Ethnography is used
with adults, teens, and pre-teens. Special methodologies have been developed
for the latter two audiences