Marketers are moving beyond surveys and data analytics to understand their customers in their natural habitats. Ethnographic research observes consumers in their own settings and communities to uncover the behaviors, values, and cultural dynamics that shape purchasing decisions.
“Applied ethnography is a qualitative research approach derived from anthropological methods, used to gain a deep, cultural understanding of a specific group, community, or context,” explained
Adisorn Supawatanakul, Founder of Teak Research at the “Sasin Turbo: Marketing Talk,” which was held at Sasin School of Management as part of the
Sasin Turbo Course. He emphasized two key elements: understanding cultural norms and values, and adopting the participant’s perspective to see the world through their eyes.
Unlike traditional research methods conducted in controlled environments, ethnography occurs in context, revealing unspoken cultural norms—such as family structures, religious practices, and community dynamics—that can only be accessed through careful observation.
Here are some insights on how ethnographic research can be used in understanding consumers:
- Applied ethnography provides four distinct methods for gaining deep consumer insights, each suited to different research objectives.
Adisorn outlined four approaches businesses can use:
Ethnographic immersion – Researchers embed themselves in real-life situations to understand context as it unfolds, ideal for gaining quick insights and identifying emerging consumer profiles. Adisorn cited visiting a Muay Thai gym to understand members’ passion for boxing.
Mobile ethnography – This approach captures unfiltered routines and stories over time. An energy drink company targeting white-collar workers created a challenge where participants submitted photos of every drink they purchased each week.
In-context ethnography – Researchers conduct interviews at the consumer’s home, gaining intimate details about their lives. This method revealed why a 44-year-old customer switched from her favorite clothing brand after becoming a mother and growing more body-concious.
Remote ethnographic interviews – Using digital tools like video calls and screen-sharing, this method is particularly beneficial for UX research, allowing researchers to observe how users navigate digital platforms without geographic constraints.
Adisorn said that marketers can use a combination of these methods based on research objectives to achieve comprehensive insights into their customers.
- Successful ethnographic research requires cultural sensitivity and trust-building, which varies significantly across different markets.
Ethnographic research presents unique challenges across different cultures. “If they don’t feel listened to, they won’t share their story,” said Adisorn. “This is especially true with Thais, who are more hesitant to share opinions.”
Best practices for conducting ethnographic research include:
Be curious – Engage all sense during observation to capture the full context of consumer behavior.
Establish rapport – Build trust so participants feel comfortable sharing without fear of judgment.
Get visual – Document observations through photos, videos, and diagrams to capture details that might be missed in notes alone.
Co-create – Build interactive activities into research in Thailand can be difficult. Adisorn recalled a case in China where a researcher was expelled from a home by the participant’s father-in-law. “Building trust is paramount,” he emphasized.
- International expansion requires combining ethnographic insights with traditional market analysis to understand both macro-level conditions and cultural nuances.
Thiti Suwansak, Vice President at Café Amazon International Business, PTTOR, discussed how Café Amazon expanded to other countries by conducting a multi-layered market evaluation process. The company begins with macro-level analysis, examining political stability, economic factors such as GDP growth, coffee consumption culture, and the competitive landscape. “We need to survey existing coffee brands and determine if the market is in the introduction or mature stage,” said Thiti.
Coffee culture varies dramatically across Southeast Asia—Vietnam’s coffee traditions differ significantly from those in India or Sri Lanka. Consumer behavior research reveals distinct personas such as “Caffeine Junkies,” “Engine Boosters” (those who drink coffee for energy), and “Café Meet-ups” (social coffee shop visitors). Café Amazon may also conduct ethnographic research, observing customers in coffee shops, conducting in-depth interviews, and understanding the unspoken cultural meanings people attach to their coffee-drinking habits.
A critical question for Café Amazon is whether to position the brand as “number one in Thailand” or as an “International brand.” This decision hinges on understanding whether people in the target country value “Thainess”—a question that can only be answered through cultural immersion.
As
Sittee Teerakulchon (Sasin MBA 2013), Head of Business Development at ShopeeFood Thailand, discussed, understanding cultural nuances is challenging, especially when working with partners in other countries. It requires time and a deep understanding of emotional expression and word choices.
This attention to detail, combining regorous ethnographic research with traditional market analysis and cultural sensitivity, enables companies to expand successfully across diverse markets while maintaining authentic connections with local consumers.
