Uncovering business opportunities
The client came to us with the business question: “What can we add to our product portfolio to reach new markets?” To answer it, we conducted an ethnographic study which gave us a deep understanding of the target group and their relation to the phenomena at hand.
Outline
Project work at Sinnerschrader
Team of 3 people
6 weeks
Client: confidential
Methodology
Ethnographic Research
Impact
The findings of the study influenced the client’s strategy effectively
Process
Framing the case
Together with the client, we discussed their business question at hand and explained the advantages of an ethnographic study in this specific context. Through an interactive part, we formed an agreement on the focus phenomena of the study.
Field work
After preparing the necessary tools for the field work phase like the recruiting, the time scheduling and the field guide, we carried out the field work: Each of us spent 4 hours per participant with them in their home to deeply understand them.
Sensemaking and pattern recognition
Analysing and synthesising the rich and contextual raw data of the field follows a strict process. We provided the client with overarching insights about the investigated phenomena, a segmentation of the target groups on the basis of their mindsets, opportunity spaces for the client and Journeys with underlying micro-moments.