At Teak Research, we observe Thai consumer behavior in real-world contexts to gain insights into the cultural dynamics that are often overlooked but are crucial for creating products, services, and brands that resonate.
Ethnographic research is a qualitative research approach that emphasizes in-depth observation of people in their everyday environments. It involves spending time with participants in places where they live, work, or engage with products and services. This method provides a detailed, nuanced understanding of consumer behavior, focusing on what people actually do—rather than what they say they do.
In Thailand, consumer behavior is deeply influenced by cultural values such as family , community, tradition and hierarchy. Ethnographic research helps businesses understand how these cultural factors shape decisions in everyday life. For instance, purchasing decisions may be influenced not just by individual preferences, but by the needs and opinions of extended family members.
By observing these interactions, we provide businesses with the insights needed to develop products and marketing strategies that resonate with the unique cultural dynamics of Thailand. Our ethnographic approach digs beneath the surface to explore the values and behaviors that guide consumer choices, offering a more holistic view of the market.
Ethnographic research provides businesses with a rich understanding of consumer behavior that is rooted in real-world experiences. Some of the key benefits of ethnographic research include:
At Teak Research, we customize each ethnographic study to meet the specific needs of our clients. Our research process is built around a combination of in-context observation and interviews as well as online data collection to ensure we gather triangulated data.
Here’s how our process typically works:
At Teak Research, we have over a decade of experience in Thailand, providing us with the local knowledge and cultural insight needed to deliver meaningful results. Our Ethnographic Research is deeply rooted in the principles of qualitative research, ensuring that we capture the authentic behaviors and motivations of Thai consumers.
By immersing ourselves in the world of your consumers, we offer businesses the opportunity to truly understand their audience. Our goal is to provide you with practical, actionable insights that help you create products, services, and strategies that are aligned with the real needs of your consumers.
Faced with changing consumer preferences and increased competition, a leading food brand sought a deeper understanding of its customers to refine its brand strategy. Using an ethnographic research approach, we explored customer experiences, behaviors, and preferences beyond the core offerings. Our goal was to uncover insights that could help the brand differentiate itself in a crowded market while staying aligned with evolving consumer needs.
Through in-depth interviews, self-documentation, and observational studies, we gathered detailed insights into how customers engage with the brand in different settings, including dine-in, take-out, and delivery. The research revealed critical perceptions about the brand's positioning, particularly the limited association with its full range of menu offerings. Customers also expressed a desire for more balanced options, reflecting the broader trend towards healthier and more mindful eating.
By identifying key customer segments and their motivations, we helped the brand identify opportunities to improve communication, expand menu offerings, and create a more consistent experience across channels. This research laid the groundwork for a refreshed brand strategy that speaks to both loyal customers and new market opportunities, ensuring continued relevance in a dynamic landscape.
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