GfK Ethnography

GfK NOP's Observational & Ethnographic Practice

GfK NOP's Observational & Ethnographic practice is a first-rate, worldwide competency that provides unprecedented integration of large-scale quantitative consumer intelligence and focused, ethnographic research. Our worldwide network of expert field researchers is trained in anthropology and related social sciences and knowledgeable across dozens of languages and specialties. As a result, we can support every phase of your project—from planning and design to execution and delivery. In addition, our senior analysts offer years of experience in both academic research and observational and ethnographic applications—so we can help you create a comprehensive plan of action to meet all your needs, from product development to product portfolio strategy—brand positioning...and category management.

In today's complex environment, you need a deep understanding of your customers to keep your competitive edge. Our extensive market intelligence and compelling ethnographic research is unique in giving you profound customer insight that puts you at the forefront of your market.

• Detailed knowledge of a wide range of ethnographic techniques.
• The methodological expertise to integrate these approaches into new product, brand positioning and evaluation research programs with multiple components and varied scale.
• Innovative processes to ensure that the information generated by observational and ethnographic research is reliable, useful and actionable.

GfK NOP's Observational and Ethnographic practice offers vast expertise and global reach that gives you an up close and detailed understanding of people and the context in which they interact with your products and services—with detailed observations of their environments, routines, social and cultural structures. Our approach lets you integrate ethnographic understanding with quantitative and trend intelligence.

• Our ethnographic practice provides powerful research with first person 'real-life' data. As a result, you gain invaluable insights into what your customers are doing and thinking.
• Only GfK NOP has the capability to compare consumer attitudes and behaviors across cultures and national boundaries. You have a complete picture of consumers' lifestyles, desires and preferences to improve your product and brand positioning.
• At GfK NOP, our proprietary set of research tools, workshop designs and communication methods are unavailable to any other research/design organization. Our approach gives you the tools you need to focus on new product development and strategies to grow your brand.
• GfK NOP's Observational & Ethnographic Practice offers more than just lists of findings or unrelated "insights". We develop models that are useful representations of how experience is organised. And in doing that, we enable linkage between this research and our robust suite of segmentation models, including LifeMatrix, ValueScope^TM and other data-driven intelligence.

Our ethnographic research capability comprises a wide range of approaches and methods. We can offer you solutions, ranging from the small, quick and exploratory to the most complex of longitudinal, worldwide, multi-method studies. With an emphasis on actionability, we provide you with the context to think about the problem in a completely new frame of reference.