Ethnography
At GYG we place at the heart of our methodological process a tool that we refer to as Ethnography.
Simply put, Ethnography is a method of providing our clients a route to gaining insight and understanding of audience lifestyle and how their brands and products fit into the lives of Multi Ethnic consumers.
Ethnographic research means getting closer to the people who buy our clients products by concentrating on how they live their everyday lives.
The overlapping domains of anthropological study and market research help to overcome barriers and limitation of traditional methods.As cross-cultural marketing becomes more important, the need for tools and perspectives to understand 'new' audiences becomes more pronounced; at GYG we have a legacy and reputation in supporting our clients to develop new solutions.