Ethnography is an incredibly powerful research method that allows for a deeper understanding of how consumers make decisions or interact with products within their environment. From online journaling to interviews, Roadmap offers a variety of methods to design an ethnographic study.

Global research project for auto manufacturer identified local interests

Roadmap conducted international research for an auto manufacturer that wanted to understand how drivers used specific in-vehicle features. Roadmap designed a study and recruited participants from eight different global market segments. The research insights revealed distinct differences in how each market utilized the in-vehicle features. The client came away with a better understanding of what features customers in each target market wanted.