Research Tidbits

Using ethnography to get at the truth

One of the biggest challenges in market research is making sure people are telling us the truth. Beyond intentional lying, people frequently don’t realize they’re not telling the truth. For example, people think they always make decisions based on logic only (and they don’t). And they over-estimate how “virtuous” they will be, whether it comes to eating or saving or variety of other activities.

 We have a variety of ways to get around that problem. One favorite: asking people what other people think or say or do – not them. Another is ethnographic research: observing people’s behavior in real life, whether at home or at work or while shopping. This type of research helps us learn more about customers and prospects: we get to see what they really do, including the things that contradict what they say they do. And we can more fully understand the context of how our product or service fits into their lives.

There are many examples of how ethnographic research has helped companies:

  • IKEA combines home visits with qualitative interviews and quantitative surveys to develop their Life at Home report which helps inform product development and communication strategy.
  • Google researchers observed how people navigate unfamiliar areas to inform the intuitive design of Google Maps.
  • The dripless cap was invented after researchers saw people had a roll of paper towels next to their detergent containers and learned it was there to clean up the drips that always happened.

While ethnography can clearly help with product development, note the IKEA example above: their in-home research also provides a deeper understanding of their customers and their needs, which can help develop more effective marketing strategy.

One problem with ethnography: the “observer effect.” People may change their behavior because they know they’re being observed. That’s why I advocate combining qualitative interviewing with ethnographic research. As a researcher, rather than remaining silent and telling people to do what they normally do, I have a conversation with them so they can be more comfortable and not feel judged.

For example, when I was conducting in-home and in-store research about how parents buy food for their children, I noticed one mom who talked about buying healthy food… but I saw a lot of junk food in the pantry!Mom must have known we could see that, so rather than ignoring it, I gently probed “you know, many of the people we talk to mention the desire to eat healthy, but they still have a lot of snacks like these. Tell me about that.” My comment about the other people we talked to enabled mom to not feel judged and then we could talk about the trade-offs between healthy and unhealthy snacks, which was very valuable to our client as they developed messaging and packaging for their products.

Let’s discuss how to find out what truly motivates your customers. Email me at info at bureauwest.com.

Sources: “Companies That Use Ethnographic Research: Success Stories,” Insight7; “IKEA Life at Home,” IKEA; Bureau West research

Posted on by Jay Zaltzman

The customer trust gap

90% of business executives think customers highly trust their companies while only 30% of consumers actually do (according to PwC’s 2024 Trust Survey). That “trust gap” is a problem: when customers trust a company, they are more inclined to make repeat purchases, less sensitive to price changes, and more likely to recommend the brand to others. More trust equals higher profits.

How can companies actually increase customer trust? Consider the following actions:

  • Customer service: This is your frontline in the battle for trust. Ensure your customer service is responsive, empathetic, and solution-oriented. A positive service experience can turn a disgruntled customer into a loyal advocate.
  • Listen: Engage with your customers across multiple platforms. Whether it’s social media, email, or in-person interactions, make sure you’re listening and responding to their needs and feedback.
  • Care: Demonstrate that you value your customers beyond the transaction. Personalize interactions, celebrate their milestones, and make them feel part of your brand’s journey.
  • Transparency: Be open about your products, pricing, and policies. Customers appreciate honesty and are more likely to trust brands that are upfront about their limitations and strengths.
  • Social proof: Encourage satisfied customers to share their experiences through reviews and testimonials. Real stories from real people carry more weight than any marketing message. Share these testimonials widely to build credibility.

One example of a company that enjoys customer trust is Chewy.com, a pet retailer. Chewy has distinguished itself through its exceptional customer service. For instance, when customers experience the loss of a pet, Chewy has been known to send sympathy flowers to grieving customers who reach out to return pet food. This gesture not only includes a full refund but also encourages customers to donate the food to shelters, showcasing a deep understanding of customer emotions and needs.

Another example: Subaru. Known for its transparency and commitment to safety, Subaru has built a reputation for reliability and proactive customer service. This level of trust is further reinforced by the company’s consistent efforts to address customer feedback and concerns, which enhances its relationship with consumers.

Find out how to increase trust among your customers. Email me at info at bureauwest.com.

Sources: “PwC’s 2024 Trust Survey: 8 key findings,” PwC, March 12, 2024; “Translating trust into business reality,” PwC, September 23, 2022; “How Business Can Build and Maintain Trust,” Harvard Business Review, February 7, 2022

Posted on by Jay Zaltzman

Using humor in research

My friend and colleague Tom Rich just wrote a great article about how using humor can improve the results of focus groups and interviews. It’s a point worth emphasizing. When people participate in qualitative research, they are speaking to a person or people they don’t know and they’re not sure what to expect. As a result, they are less likely to be candid and may tend toward “politically correct” responses to questions.

Humor helps participants feel more comfortable. It makes the conversation feel more casual and less “official.” If the moderator makes a self-deprecating joke, it implies that he or she isn’t perfect – and the participants aren’t expected to be perfect, either. For example, Tom like to joke that the session is being recorded because “I’m too lazy to take notes.”

However, humor is not a tool that should be used lightly (if you’ll excuse the pun!). It’s important to remember that the goal is to put participants at ease, not for the moderator to be seen as a great comedian. I’ve often said that we moderators need to emulate Pat Sajak from Wheel of Fortune when it comes to humor – his jokes were always completely bland and inoffensive. We don’t want to run the risk of offending our participants… that would be counter-productive!

For example, I used to frequently make a joke when asking about people’s lives along the lines of “you guys don’t have any stress in your lives, do you?” Everyone would laugh, because – of course – everyone feels like their lives are stressful nowadays. But one day when I was conducting focus groups in a suburban location in Tennessee, I made that joke and I saw a momentary flash of anger. I immediately smoothed things over saying something about how everyone’s lives are so stressful and the moment passed. Upon reflection, I realized that I was in a small town in Tennessee with a New York accent and business casual clothing that looked different than what the participants were wearing. For a moment, they thought I was looking down at them thinking their lives were simpler than mine. I’m sure Pat Sajak would not have made that mistake!

Let’s figure out what your customers really think. Email me at info at bureauwest.com.

Sources: “Using Humor to Improve Conversation,” Thomas Rich, July 17, 2024; Bureau West Research

Posted on by Jay Zaltzman

Mindful consumerism: quality over quantity


Welcome to the era of mindful consumerism, where quality reigns supreme and intentional purchases are the new black. Consumers are embracing a new mantra: less is more. But this isn’t just about decluttering or minimalism. It’s about making deliberate choices that align with their values, their wallets, and their world.

Picture this: You’re standing in a store, eyeing a beautiful leather jacket. It’s not cheap, but it’s well-made and timeless. Next to it hangs a cheaper alternative that’s on-trend but likely won’t last the season. Which do you choose?

Increasingly, consumers are opting for the former. They’re investing in quality pieces that stand the test of time, both in style and durability. This shift towards intentional purchasing is reshaping the retail landscape, forcing brands to up their game or risk being left behind.

But why the change? Several factors are at play:

  • Economic savviness: With inflation biting and purse strings tightening, consumers are thinking long-term. They’re realizing that spending more upfront on quality items can save money in the long run.
  • Environmental consciousness: The throwaway culture is out. Sustainability is in. Consumers are waking up to the environmental impact of fast fashion and disposable goods.
  • Value alignment: People want to support brands that share their values. Whether it’s ethical production, fair labor practices, or eco-friendly materials, consumers are voting with their wallets.
  • Experience over stuff: There’s a growing realization that happiness doesn’t come from accumulating things. Instead, people are seeking quality experiences and products that enhance their lives.

How is this trend reflected in customer behavior?

  • Customers are doing more research before they buy.
  • There is greater interest in timeless pieces that are perceived to transcend trends.
  • They consider cost per use. A $200 jacket worn 100 times is better value than a $50 one worn twice.
  • They are willing to pay more in areas that matter to them. It’s okay to splurge when it’s important while economizing on less important items.

But defining “quality” isn’t always straightforward. It’s not always about price tags or brand names. The perception of quality can come craftsmanship, the materials used, and the values behind the brand. This presents both a challenge and an opportunity for brands. Those who can authentically deliver on quality and communicate their value proposition effectively will win the hearts (and wallets) of discerning consumers.

What are your customers looking for when it comes to quality? Let’s ask them! Email me at info at bureauwest.com.

Sources: “Here Are The Consumer Behaviors That Will Continue Into 2024.” 5Wpr, 1/15/24; “Conscious Consumer Spending Could Be At A Tipping Point,” Forbes, 11/30/23; “Navigating the Dynamic Retail Landscape,” KNow Research, 1/26/24

Posted on by Jay Zaltzman