One pet was deathly afraid of my hair, so I had to pull it back in a ponytail. Another wanted to eat it, and he gave me a friendly chomping. Ethnography studies are always fun and unpredictable.
This particular market research study was about pet products, so pets were very much a part of the in-home interview. We needed to see how the pet and pet owner interacted with the product, as well as how they interacted with each other.
So, there was this extra layer of information and emotion that I thought was really interesting. I mean, it is one thing to see how people interact with their dish soap and do their dishes, but it is a different thing entirely to see how they interact with a product that directly affects their cherished pet.
Peek Behind the Curtains
What I like about ethnography studies is that they really let you peak behind the curtains.
If I talk to people in a focus group or in a virtual setting about what they feed their pet, they will answer my questions with the current food, treats, toys, and maybe recall one or two other products that they have tried.
But in their homes, surrounded by their things and interacting with their cherished pet, people reveal so much more. They might open their cupboard and pull out a product they tried once and forgot about. They might remember how they ‘mixed this food with that food, and then stuck some treats in there for good measure.’ Or they might let you watch while their dog does the ‘cutest little dance’ at dinnertime.
There is just a deeper understanding and deeper recall when people are in their homes. And that is rewarding, for both me and the client.
Level of Passion
This project was really interesting because the client and I were privy to a level of passion that you don’t normally see in research projects. This study felt very intimate.
We heard how people talked to their pets. How they let their guard down, changed their voice, and used pet words and inside language. We learned their pets’ names and, even better, the stories behind those names.
We were even invited to see where the humans slept, because about 80 percent of people let their pets sleep with them.
We all have a polished-up version of our life that we show to strangers and acquaintances. I am so honored when people trust me enough to move past that version and allow me to see their vulnerability, their unmade beds, and the inner workings of their home.
Lightbulb Moments
It’s interesting when you have clients riding along, especially if the clients have never been inside their customers’ homes or seen their customers interacting with their product.
For this pet study, we visited pet owners with different income levels, backgrounds, and very different types of households. The common denominator among this mixed group of respondents was that they all loved their pets and were very dedicated to improving their pet’s health and happiness.
It was enlightening to see how a wide variety of customers use pet products. I could see lightbulbs going off as inspiration struck. That is rewarding!
Tap into Emotion
Maybe – maybe! – you can tell me about your pet without getting emotional. But there is zero chance you can hide that emotion when your pet dances at your feet, gives you a kiss, jumps in your lap, or quietly and soulfully stares into your eyes.
Which is why an ethnography study was the perfect market research tool for a pet product.
Ethnographies tap into emotion and help you understand:
- How your product fits into people’s lives
- How their home habits may or may not change in relation to your product, and
- How your product can improve customers’ lives overall
The pet study was a very rewarding project. We were working with a product that helps improve pets’ lives and makes pet owners feel good that they are doing something beneficial for their pets.
It helps pets and their owners Live Well.
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