Ethnographic and simulation research

Using techniques adapted from applied anthropology, ethnographic research allows marketing researchers to be “participant observers” of their customers in their “natural environment.”

With this technique, the researcher strives to understand behaviors from the point of view of the consumers. This type of research emphasizes observational data collection methods but may also include interviews, diaries, style testing, or other forms of data collection.

For example, before introducing new designs for activewear, a fashion brand company may have a marketing researcher attend classes at fitness clubs to observe and learn about the activewear worn by members of the clubs within the actual fitness club environment. Fashion companies also use ethnographic techniques to better understand consumers’ use and maintenance of products, for example, through in-home immersion sessions whereby marketing researchers can observe, ask questions, and listen to consumers about maintaining clothing.

Using ethnographic research techniques, marketing researchers can better understand how consumers wash and maintain clothing.

Simulation research

Virtual reality retail experiences can be used to simulate and examine consumer behavior.

A fashion brand company may also create a computer-generated model of their factory setting at the effectiveness of several layouts to determine the most effective and efficient workflow layout. Simulated computer-generated fit models or avatars can also be used by a fashion brand company to test how sample designs would fit or function. With these types of computer simulations, factors can be changed quickly to see if the changes affect behaviors or efficiencies.

The next type of marketing research uses experimental techniques which rely on independent and dependent variables to guide decisions and the launching of new products.