consumer ethnography

Consumer ethnography is a research method where companies observe and interact with people in their natural environments to understand their behaviors, routines, and motivations related to products or services. By immersing themselves in consumers' everyday lives—such as visiting homes or workplaces—researchers gain deep insights into how people really use and experience products. This approach helps businesses develop better products, improve customer experience, and make more informed marketing decisions by understanding consumers' genuine needs and habits in context.