Decision Point - Market Research and Consumer Reports

Client case studies

virtual ethnographies uncover in-depth consumer motivations

A global leader in fitness knew how consumers used their products but needed a deeper understanding of consumer attitudes and motivations around product engagement.

decision point approach

  • To gain deeper insight into product use, attitudes, and motivations, we conducted virtual ethnographies among a complex stratification of the client’s customers and potential customers.
  • The ethnographies included video journals, task responses, and iterative surveys. In total, over 1,400 video submissions were analyzed to uncover deep insights into consumer attitudes, motivations, and behavior.

actionable results

  • Our analysis provided an in-depth understanding of how, when, and why consumers used the client’s products, and provided them with clear direction for building lasting consumer engagement and loyalty.

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