The primary goal of ethnographic research studies is to learn how customers interact with products in a realistic setting.
Great Lakes Marketing is pioneering several new research methodologies in the field of ethnographic research. For example, one study was designed and conducted to learn how senior adults use and store medications in their home. Interviews were conducted in the home, videotaped, and analyzed to help a manufacturer learn how to aid compliance with medication therapies.
Another example was conducting shop-alongs and making observational notes as shoppers used retail establishments.