Editor's note: Roberta Maso-Fleischman is a qualitative research consultant based in Cupertino, Calif.

As the Hispanic market expands, manufacturers desirous of targeting and attracting this segment of the market are increasing their consumer research among Hispanics. The qualitative research methodologies used are generally conventional, mainly focus groups. However, there is an alternative in qualitative research which is already being used in the general market - the ethnographic study - which can provide greater insights into a particular culture and furnish richer information than conventional methods.

That's not to suggest that ethnographic studies replace conventional methodologies in Hispanic research. But there are situations where essential, in-depth information about the Hispanic culture is of fundamental importance. For instance, a) when a category or a brand is being introduced for the first time in the Hispanic market; and b) at the start of a major marketing or advertising strategy for Hispanics.

In this article we will examine the ethnographic study in marketing and advertising and illustrate how it can be used to enrich Hispanic research.

Ethnographic studies in marketing and advertising

The ethnographic study first emerged as a tool to study small, non-Western cultures. It is now successfully being used to study modern cultures.

The study of a culture involves exploring two levels of consciousness: the explicit and the tacit. Explicit culture is what we see: behaviors, objects, interactions; it is a level of knowledge which people can communicate about with relative ease (Spradley, 1980). Tacit culture, on the other hand, is that which is implicit and unspoken. It is the domain of meanings, where behavior is generated and where the ethnographer must probe in order to understand experience.

Ethnography is the study of both the explicit and the tacit levels of a culture. For marketing and advertising this type of study is a way to explore symbols, beliefs and values. It aids in understanding patterns of behavior and uncovers specific areas of desire and dissatisfaction. That's why it is suggested to conduct this type of study when a category or a brand is being introduced for the first time in a particular segment of the market, and at the beginning of a major marketing or advertising strategy. The information obtained will aid the creatives with the emotional language needed to reach the targeted segment, and marketing strategists will acquire a greater understanding of their consumers and their culture.

In an ethnographic study the respondents do not go to a focus group facility. Instead, the researcher goes to the respondents' own surroundings. For instance, if the subject of the study is food consumption, where mothers or housewives function as gatekeepers the investigation takes place in the kitchen or pantry. When the study is carried out on-site respondents usually feel very proud and are excited to let the researcher into their homes and into their lives and to show her/him what their daily existence is like. Respondents feel singled out, important and honored and feel they have a responsibility in participating in this type of a study.

The openness and willingness of the respondent to participate greatly helps the researcher, who, after a brief introduction, guides the conversation to glean information from the explicit level and begins to probe for meanings at the tacit level. The researcher has a set of probing areas which are the basis for the exploration. These probing areas and their objectives have been previously discussed with the client. Besides posing questions the researcher observes the surroundings and takes photographs of the respondent in her/his setting. If an activity is being studied, then photographs are also taken of the activity. The researcher audiotapes the conversation with the respondent for future reference.

Areas covered may include:

  • how a category/product fits into a person's or a family's life
  • what a category/product symbolizes
  • beliefs that surround a category/product
  • values associated with a category/product
  • the origin of beliefs and values, whether recent or passed on generationally
  • emotional content of beliefs and values
  • language used to refer to a category/product
  • uses of a category/product
  • habits and routines associated with a category/product
  • satisfaction/dissatisfaction with a category/product
  • unmet needs with regard a category/product

An ethnographic investigation with each respondent usually lasts from two to four hours. If the study is to probe category or brand meaning, it lasts approximately two hours. It may last up to four hours if it is to explore: an activity and its meaning, e.g., cooking with a certain product, or dishwashing; categories or brands currently used at home and deciding between brands or categories at the supermarket; items used at home and shopping for these items at a department store or at a mall.

The number of respondents in an ethnographic study is usually from six to 12 per market.

Ethnographic studies vs. conventional qualitative methodologies

Ethnographic studies vs. focus groups
Focus groups are usually the preferred methodology for a qualitative study, possibly because they are relatively easy to organize, are the least time consuming of qualitative methodologies and offer observers immediate payoff. Focus groups are particularly well suited to generate ideas, to test copy, concepts or packages, to help fine-tune a creative strategy or to test for damage control.

However, the way focus groups are typically structured and used often limits the possibility of obtaining in-depth information to the fullest. A characteristic focus group, as a rule, has a lengthy and packed topic discussion guide to be carried out in a limited amount of time, usually two hours. This does not give the facilitator too much in-depth probing time or many opportunities to explore other valid aspects.

An ethnographic interview is not burdened by the demanding topic discussion guide that typically steers a focus group. There is ample time to explore the necessary aspects with each respondent and, as pointed out above, it is structured to go beyond the explicit and to probe into the meaning of a category, a brand or an activity in a particular cultural setting.

In a focus group it is also possible for respondents to be untruthful about the products they use and how these are used, and there is no feasible way to verify their information. In an ethnographic interview there is normally little pretense or lying, because this can be easily be discovered and probed.

Focus group interaction is lively but not all respondents participate fully. If there is a respondent with a strong personality he/she is can sway the opinions of the group. In an ethnographic exploration each respondent participates to the fullest.

Ethnographic studies vs. one-on-one interviews

One advantage an ethnographic interview has over a one-on-one interview is that the respondent is in her/his setting and is not inhibited. Going to a facility for an interview is always an artificial situation. Having a conversation at home is informal, comfortable; the respondents feel at ease. Respondents who are interviewed in their own surroundings tend to talk more freely about their likes and dislikes, their dissatisfactions and wishes, and to describe more willingly the explicit aspects of their culture. It is also easier for the researcher to probe into the tacit aspects of their culture.

Ethnographic studies applied to Hispanic market research

Marketers, some of whom are unfamiliar with Hispanic culture, need to be very well informed to successfully merchandise a brand or a category to Hispanic consumers. Marketers must understand how and why a certain brand or category is important or not important for Hispanics; they also need to know habits related to the product or category's consumption so as to better direct their strategy.

An ethnographic study will provide an in-depth look at a section of Hispanic culture and will be able to explain to a marketer:

  • how a product/category fits into the lives of Hispanic families
  • which patterns of behavior are related to a product/category
  • which values and beliefs are associated with it
  • the different usages of a product/category
  • satisfaction or dissatisfaction with a product/category
  • unmet needs with regard to a product/category

An ethnographic study will help advertisers determine:

  • what the product/category symbolizes
  • the emotional content of beliefs and values related to a product/category
  • the emotional language used to refer to a product/category

Recruiters know that when a researcher has to go to a Hispanic community and to a respondent's home the researcher will be able to tell immediately whether a respondent fits the desired profile or not. Thus ethnographic studies force recruiters to be honest.

By going to a community it is easier to find respondents who have not had previous experience with market research, i.e., virgin respondents (Mariampolsky, H., et al, 1994).

References

Mariampolsky, H., et al "Community-Based Methods for Multicultural Research" in Quirk's Marketing Research Review, January 1994.

Spradley, James P., Participant Observation, New York: Holt, Rinehart and Winston, 1980.