Daxue Consulting’s team leverages methodologies to provide its clients with pragmatic, agile and close-to-market research approach. Ethnographic research analysis in China offers practical advantages regarding the thorough understanding of the context and cultural background shaping the Chinese consumers. Ethnographic research allows us to:
Daxue’s aim is to provide clients with a thorough understanding of the social cultures of target market segments in China. Ethnographic research allows companies to realize and determine information based on our researcher’s analysis on different Chinese cultural environments to learn and understand customers’ values, motives, and practices. By understanding how people live and consume, researchers will discover elusive trends that inform the company’s future strategies. Our goal is to understand the perspectives of consumers and help our clients understand their consumers and adapt to fast-changing markets. Below are a few examples of when and how ethnographic research is used:
When Daxue Consulting uses this method, we seek to impose as little personal bias into the data as possible. We cross-analyze our ethnographic research in China using the following methodologies:
All these complementary methodologies can be adapted to reinforce our ethnographic findings. In-Depth Interviews with Key Group Members simply modifies the model of In-Depth Interviews with Market Insiders to collect key data regarding cultural background and therefore be used for ethnographic investigation. Furthermore, when doing a Cultural Survey, we use our online/offline survey methodology, but we focus the questionnaire design and analysis framework on ethnographic issues that are relevant to the interests of our client. Finally, when executing a Cultural Study through Focus Groups, we use the Focus Group setting to conduct observational research about the culture of a particular market segment through the focus group interactions.
Observation Research in China, on the other hand, is a unique four-step process:
What is an Ethnographic Research in China?
Ethnography is an anthropological study that seeks to understand how people live their lives. Researchers use various methods to answer questions that cannot be answered through quantitative measures. Unlike traditional market research that asks specific and purely statistical or qualitative questions, this observation research in China emphasizes observing people’s behavior on their terms. This method can help us, for instance, to understand how Chinese customers would use a new product and incorporate it into their daily lives.
At Daxue Consulting, we understand how important a clear and holistic understanding of a culture is for successful market entry in China. With an ethnographic research report in hand, the client’s firm can gain the upper hand over the competition by paying attention to the subtle but significant signs within the culture of the client’s target market segments.
Ethnographic market research (EMR) helps companies understand a consumer’s cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage. EMR is much more realistic than typical product testing methods – gathering information from the real world compared to a controlled environment. Using anthropology as its foundation, EMR utilizes a variety of techniques and practices to present a complete picture of consumers and how products and services fit into their daily lives. Some different methodologies involved with EMR are:
Cross-Cultural and Organizational Analysis: This method helps businesses identify obstacles that they might encounter in foreign countries, and assists in redefining how specific corporate values or products might need to be altered for maximum success and productivity