Ethnography

Understand people in the context of their everyday lives.

Ethnographic research observes and talks with people in their own environment, at home, in store, or at work, to understand what they actually do and why.

Hubungi Kami Ajukan RFP

Ubah pertanyaan menjadi keputusan yang lebih jelas

From home visits to accompanied shopping, ethnography uncovers habits, workarounds, and unmet needs that people rarely mention when asked directly.

Real context
Homes, shops, workplaces, and communities
Observed behaviour
What people do, not only what they say
Rich documentation
Field notes, photos, and video

Anggota tim BOI Research meninjau sebuah studi bersama di laptop

Ethnography studies people in their natural setting through observation and conversation. It is well suited to understanding daily routines, product usage, shopping behaviour, and the cultural and social context around a category.

Seeing behaviour first-hand often reveals gaps between what people say and what they do, which makes it a strong starting point for innovation and for designing products and services that fit real life.

Bagaimana BOI dapat membantu Anda