Ethnographic Market Analysis
Our Ethnographic market analysis: At MZI Global we recognize that strategic innovation is the only way for new market entrants to ensure a lasting presence, defeat competition and capture market share. Through our Ethnographic market analysis, our analysts work with target markets on an intimate level to understand emerging trends and direct strategies for positioning, packaging, sales channel identification and marketing programs. By understanding consumer drive insights, our clients increase their chances for success in a new market. Utilizing multidisciplinary teams, MZI Global employs numerous forms of data collection including observation, interviews, questionnaires, and surveys. Through this research methodology we discover consumer viewpoints, enabling bottom-up insights to enrich new market entrants strategic planning initiatives. Entering a new market or launch of a new product requires analysis of the desired segment’s position within the market, as well as comparison to mainstream consumers, in terms of financial, social and cultural indicators. This marriage of Ethnosynergism with segmentation enables MZI Global to uncover newer and more profitable market opportunities for our clients. We conduct this market analysis for our clients in well defined stages. Extensive discussions with our clients usually form the first step in the process and help us define the problem as well as the boundaries associated with the problem. Defining the problem is crucial to conducting a successful marketing analysis. This may require some time but it is well worth the time and energy expended. Defining the objectives is tantamount to a successful marketing campaign.
MZI Global employs a number of methodologies to collect primary data for new market entrants. One of the most effective tools in MZI Global’s research arsenal is Ethnographic market analysis. By examining how people experience brands, products, and marketing initiatives, MZI Global creates a comprehensive picture of standard consumer interaction. Using the principals of Ethnography, our experienced researchers uncover and identify strategic and commercially viable opportunities for new market entrants.
MZI Global’s market analysis is designed to help our clients with the following:
