Archive for February, 2010

Top 10 Consumer Trends

Posted by on February 24th, 2010 at 2:48pm

After much anticipation, here are Square Holes’ Top 10 consumer trends we have observed in 2009. Watch the video for a brief explanation of each one.

  1. Visible Gossip
  2. Lazy Advocates
  3. Sensible Youth
  4. Make the News
  5. Pick and Mix Environmentalism
  6. Essential Indulgences
  7. Emotional Relevance
  8. Unfettered Authenticity
  9. Digital Divide
  10. Serendipity

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Posted in Insight

Engaging with Consumers via Ethnography

Posted by on February 15th, 2010 at 1:44pm

In the most basic sense, ethnography in market research involves watching what people do, rather than asking people what they do.

From this, researchers can make inferences from the observed behaviour.

Three popular forms of ethnography adopted by market researchers include…

  1. Conducting participant observation in stores, workplaces, and homes to observe real behaviour;
  2. Giving participants a video/digital camera to record their interactions with the target product [photo-ethnography]; and
  3. Having participants record their behaviour in a video diary.

Agency, Everyday Lives, adopted another interesting approach which involved filming consumer shopping in supermarket and then listening to the consumer and consumer’s family narrate the film [i.e. explaining what was going on, what they were thinking, etc].

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Posted in Research