What are some examples of successful ethnographic research studies in consumer behavior?

1 How Netflix used ethnography to create binge-worthy content

Netflix is one of the most popular streaming platforms in the world, with over 200 million subscribers. But how does Netflix know what content to produce and recommend to its users? One of the ways is by conducting ethnographic research, where researchers visit the homes of Netflix users and observe how they watch, share, and talk about shows and movies. By doing so, Netflix can learn about the preferences, habits, emotions, and contexts of its viewers, and use that data to create and personalize content that appeals to different segments and markets. For example, Netflix learned that binge-watching is not just a passive activity, but a social and emotional one, where people bond with others over shared stories and experiences. This insight helped Netflix create original shows that are designed to be binge-watched, such as Stranger Things, The Crown, and The Queen's Gambit.

2 How IKEA used ethnography to design better products and services

IKEA is a global leader in home furnishing, with over 400 stores in 50 countries. But how does IKEA ensure that its products and services meet the diverse and changing needs of its customers? One of the ways is by conducting ethnographic research, where researchers visit the homes of IKEA customers and observe how they live, work, play, and shop. By doing so, IKEA can learn about the lifestyles, values, challenges, and aspirations of its customers, and use that knowledge to design better products and services that solve their problems and enhance their lives. For example, IKEA learned that many people struggle with small and cluttered spaces, especially in urban areas. This insight helped IKEA develop solutions that optimize space, such as modular furniture, storage systems, and smart devices.

3 How Starbucks used ethnography to create a unique customer experience

Starbucks is one of the most successful coffee chains in the world, with over 30,000 stores in 80 countries. But how does Starbucks differentiate itself from its competitors and create a loyal customer base? One of the ways is by conducting ethnographic research, where researchers visit the stores of Starbucks and observe how customers order, pay, interact, and consume their coffee. By doing so, Starbucks can learn about the expectations, preferences, behaviors, and emotions of its customers, and use that information to create a unique customer experience that goes beyond coffee. For example, Starbucks learned that customers value convenience, personalization, and community when they visit a Starbucks store. This insight helped Starbucks introduce features such as mobile ordering, customized drinks, and social spaces.