The object of the ethnographical study is the description and the analysis on the ground, customs and behaviours. These studies draw their background in social sciences, psychology, anthropology and ethnology.
Applied to the marketing and studies domains, they supply a description of a situation in vivo: observation realized in its usual context to better understand the real necessities of the user.

Principle :

Unlike "classical” qualitative studies, these ones allow to observe the interviewee in the time of doing a specific task. The objective is to observe the act, to reveal customs, to analyze perception, motivations and brakes.
It is a relevant methodology allying real frame, in situ and participative interviews.
Experts of El Amouri Institute realize regularly ethnographical studies, by often appealing to the technique of " in home visits ": tool allowing to observe the participant in its place of residence.

Ethnographical studies articulate on 3 axes :

• The « Do » : The search for the lived situation. 
  
• The « Think » : The analysis of the mental to understand the context, motivations, brakes, shows, etc.
• The « Use » : The understanding of the custom / usage of the action.
  

Strategic orientations :

• The analysis of the process progress offers a more vast search of the concrete.
• The identification of key moments allows to finalize strategies targeted to answer to these moments.