Etnorama is an anthropologic research tool specialized in describing, interpreting and explaining consumers in their real and daily context. It consists of expert researchers going to the informant’s living environment and interacting with her and her social circle. Special attention is given to consuming patterns, brands and products she uses. We discover her environmental, social and economic context and motivations.


This tool is used to identify relevant aspects of a specific product to the consumer, explore her daily life, and link this experience to business objectives. It evaluates things such as:

  • Ergonomics and the use of packaging or prototypes
  • Product use in a real life environment
  • TV content audience reception
  • Uses and habits in any category