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360˚ CONSUMER IMMERSIONS
Being consumer-centric demands first-hand experience with your consumer’s life. Our multi-phase explorations deliver rich insights through a 360˚ Immersion into the consumer’s world. Cultural deep-dives are tailored to client’s needs using complimentary ethnographic techniques and may include In-Home Ethnographies, Round Table Interviews with tastemakers and thought leaders, Scene Infiltrations, Blogs, Self-Documentaries and Creative Journals. These explorations are with consumers, experts and other insiders as well as various subcultures.
In-Home Ethnographies
Interviewing small groups of friends or family members in their homes provides a three-dimensional view of the consumer. Interacting with them in their home environment surrounded by their personal artifacts gives us an insider’s look at their world, while the dynamic between friends (and/or family members) results in conversations that are relaxed, candid and insightful.
Our 90 minute to 2 hour in-home ethnographies generally include a show and tell tour of their homes, including bathrooms, bedrooms, kitchens, living spaces (even garages) where we can explore their brand usage including “trophy” purchases and prized possessions to provide an anthropological record and insights into their purchasing behavior.
The interviews and the show-and-tells are videotaped to provide a visual record of the ethnography and enrich the presentation of findings and the report.
Insider Roundtable Interviews
Informal group discussions with 4-5 experts/frontline insiders involved in a professional setting that serves the specific consumer group under consideration. We hold the roundtables in comfortable, non-traditional environments (e.g. hotel suites) that allow for candid interaction with each other, members of the client team and the Zandl Group without the artificial constraints of a research facility.
Scene Infiltrations
Combining pre-search information with feedback from In-Home Ethnographies and Round Table Interviews, we infiltrate local scenes for specific learning about your category. Scene Infiltrations deeply immerse clients in their consumer’s world and cover retail, restaurants, nightlife, up-and-coming neighborhoods, spas, gourmet caterers and artist studios. Infiltrations are often documented by a videographer or photographer for an anthropological record and when necessary with an appropriate “cultural translator” e.g. skate pros, curators, designers.
Recruiting
We know the most valuable insights come from talking to the right people, so we hand-recruit using our extensive nationwide network of progressive, articulate insiders, tastemakers and trusted sources. We specialize in forward-looking consumers who are heavily involved in a client’s category for the richest insights and the most directional feedback.
Online Thought Panel Leader
In 2006 we started our Online Thought Leader Panel, hand-recruiting young adults through our network. Panelists are screened for their progressive, passionate and conceptual abilities and are keen cultural observers with backgrounds in the arts, academia, blogging, tech and nightlife. Our explorations often include dialogues with the Online Thought Leader Panel to gain their insights and observations, which help guide the research.
Deliverables
Our findings are presented in highly visual multimedia presentations and reports that enlighten, inspire and lead to action.
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