Ethnography: Why it Matters in Market Validation

As an entrepreneur, you always strive to get a clear picture of your customer base and who they really are. But how do you do that?

A powerful way to collect this type of information is by observing, asking, and listening; and a field of study that’s already well-established since the older times called ethnography is primarily about just that. 

Ethnography aims to go beyond the rational approach in classic research and instead, its goal is to capture the rich context of human behavior.

In business, understanding human behavior is key to keeping the business alive. Alive in a sense that it looks to develop ways to attend to their customer’s needs by diving deep into their customer’s real motivations.

That’s what makes a business successful—one that finds ways to innovate and answer to the needs of their market. That being said, let’s look more into what ethnography is and why it’s a key factor to your business success.