Why ethnography is more important than ever

09/08/22 • 11 min

Ethnography helps to identify upcoming consumer trends, but also requires a lot of preparation to select the countries for research and frequency of visits. In this latest podcast Tassos discusses why desk top research tells you very little about the consumer is thinking, how his research has changed over the years and why immersion studies are as important than ever.

Previous Episode

Inflation, PIX & pets: Brazil’s changing consumer habits

Which new habits will remain post COVID, how are consumers reacting to rising inflation and why have the pets come in from the cold? Tassos Stassopoulos shares the insights from his recent immersion trip to Brazil and discusses the wide-reaching impact of the digital banking revolution sweeping Latin America’s largest economy.

Next Episode

Gita Ghate: India's consumers are changing

India’s consumer patterns are shifting faster than ever, accelerated by a changing post-Covid mindset. To ensure these trends and cultural behaviours are fully understood, our team is heading back to India in December 2022 for an ethnographic research study.

In this podcast Tassos Stassopoulos and Gita Ghate, Managing Director of ethnographic research firm Third Eye discuss the changing mindset of Indian consumers and possible areas for the study.