Custom Digital Ethnographies answer big-picture strategic questions related to culture, consumer behavior, and market opportunities.
The most common research objectives fall into the following categories, but we can answer far more questions than this.
1. Preliminary Analysis – Understanding the Future of a Topic
- What is the future of [trend, category, or consumer behavior]?
- What is driving or preventing its growth?
- Who are the consumers shaping this space?
- Do consumers perceive this trend as aligned with our brand or business goals?
2. Demand Refinement – Prioritizing High-Value Opportunities
- Among [several trends], which offers the greatest value to consumers?
- What trends align best with our business’s strategic direction?
- Are there significant demographic or psychographic differences between trends?
- What demand spaces exist within a category or cultural movement?
3. Translation Research – Distilling Broad Trends into Specific Needs
- How do consumers define [trend or topic] in their own words?
- What specific requirements and expectations are emerging?
- What are the dominant consumer motivations and attitudes, and how are they evolving?
- What barriers exist to broader adoption?
4. Technical Discovery – Understanding Functional Needs
- What technical aspects of a product category matter most to consumers?
- What pain points are driving consumers toward new solutions?
- How do consumers think about functionality, formulation, and product performance?
These questions guide research into why a trend is taking shape and how businesses can act on it with confidence.