On-Site Research Associates

Ethnotative Product Case Study

EpilStop Depilatory

As part of our study of women who use depilatory products, we conducted ‘shave alongs’ and created documentary movies to bring this sensitive behavior to life. Then, we designed a quantitative study to confirm hypotheses and refine the product concept. The result was a multimedia documentary complete with statistical data that was used by the product manufacturer to sell into Wal*Mart.

Photos and movies from our depilatory study really helped bring the statistics to life for the client, new product development team and packaging designers. They also impressed the Wal*Mart buyer enough to secure shelf space for this new depilatory.

When it’s important to have statistically valid consumer research that is visually compelling, On-Site recommends combining an ethnographic study followed by quantitative survey.  We call this hybrid approach Ethnotative™.

Ethnotative studies result in more impactful findings than traditional quantitative studies because:

Questions Are Reality Based

Ethnographic insights are utilized to draft the survey questions so they are reality based and phrased using consumer language.

Compliance Is Increased

We help draft the survey instructions based on an understanding of current consumer behavior.  Thus, consumers are more apt to follow the research protocol for product testing and/or survey completion.

Presentations Generate “Aha…” Moments

Standard quantitative reports consisting of charts and graphs can be dry. Our Ethnotative multimedia reports package statistical data with consumer movies to add interest and reality to the findings. The result? Presentations that stimulate interest and action.