Why conduct an ethnographic study to design a range?

The expectations expressed do not always reflect the real needs. Too many product ranges are built on internal assumptions, technical logics, or standard range effects. The ethnographic study allows starting from real uses to build a coherent, desirable, and well-positioned range that makes sense for users... and for the market.

Our approach: observe to design

We conduct field immersions, in-situ observations, and in-depth interviews to understand how users experience a situation, how they arbitrate, improvise, bypass, or adapt. This qualitative understanding then informs the definition of the range: number of references, expected functionalities, service levels, formats, price thresholds...

Approach

1. Strategic framing of the mission: segment to explore, range objectives, organizational constraints.

2. Field phase: ethnographic immersion, usage observation, qualitative interviews.

3. Analysis and modeling of real needs: action logics, usage scenarios, behavioral typologies.

4. Co-construction of the range: structure, levels, positioning, differentiation.

5. Visual deliverables: usage personas, purchase logics, range plan, and rationales.

Benefits

• Range based on concrete and proven expectations.

• Reduction of unsold items and superfluous offers.

• Better targeting of uses and segments.

• Decision-making tool for marketing and R&D.

• Clear, useful, and legitimate positioning in the eyes of users.