Daxue Consulting’s research team developed solutions of ethnographic research in China and observation methods. 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 statistic questions, this observation research in China emphasizes observing people’s behavior on their own terms. This method helps us to understand how Chinese customers would use a new product and incorporate it into their daily lives.
Daxue Consulting uses Ethnographic research analysis in China as it shows practical advantages regarding the context and the specificities of Chinese consumers. Below are several defining qualities unique to ethnographic research in China:
Daxue’s aim is to provide clients with a thorough understanding of the social cultures of target market segments in China. This service 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 value is to understand the perspectives of consumers and help our clients understand their consumers and adapt to fast-changing markets. Ethnographic research in China is the methods used by Daxue Consulting’s team to provide the relevant analysis.
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-analysis our ethnographic research in China using the following methodologies:
In-Depth Interviews with Key Group Members simply modifies our model for In-Depth Interviews with Market Insiders so it can be used for ethnographic investigation. Furthermore, when doing a Cultural Survey, we use our survey methodology, but we focus on ethnographic issues that are relevant to the interests of our client. And when executing a Cultural Study through Focus Groups, we use the Focus Group setting to make observation research about the culture of a particular market segment.
Observation Research in China, on the other hand, is a unique four-step process:
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 an upper hand over the competition by paying attention to the subtle but important signposts within the culture of the client’s target market segments.