Four step selection system

So many qualitative explorations involve interviewing to disentangle insights. Ethnographic explorations are no different. However, ethnographic films can reveal behaviours the subjects could never have told us about. Even if they had seen the same films...

Category:

People & Blogs

Tags:

• analysis
• co-discoveries
• consumer
• ethnographic
• ethnography
• in-store
• interpretation
• interviews
• learning
• research
• sh
• skills

[Ethnosnacker]

Of course there are variations - people skip steps if they are familiar with a category for example - but the basic 4 step building blocks of choosing and buying are solid...

[Ethnosnacker]

Yes, you have the four steps, spot on!

[yellowbug2008]

This is quite amazing. There's a part of me that doesn't want to agree that humans that predictive. Have you come across instances when we have a 3 step or a 7 step system? It's always good to know that we can break the rules a bit.

[cookejoh]

This is a very good example of how ethnographics can pull out powerful insights. It's amazing that the 4 step process seems to repeat in different categories - have I got the for steps right: 1 find reference point 2. compare other products against reference. 3. chose product 4. final check?