Frequently asked questions.
Answers to the questions clients and research participants ask us most.
FAQs
What exactly do you do?
Insight, strategy and experience: use one, or combine all three. Insight uncovers what people need, say and do. Strategy turns it into a clear direction. Experience designs the identities, products, services and IP that follow. Most projects start with Insight.
Why the name Brandnographer?
Brand + ethnographer. We bring an ethnographer’s eye to the questions brands and public institutions face every day.
Who do you work with?
Global brands and Hong Kong public institutions, from Airbnb, Dior and LEGO to the Leisure and Cultural Services Department. 90% of our clients come back to us.
Which industries do you work with?
Finance and insurance, luxury and beauty, fashion and sportswear, food and beverage, technology, retail and property, travel and hospitality, healthcare, education, and government and public services.
Do you work with agencies and consultancies?
Yes. We bring field research and cultural insight to creative, design and consulting partners’ projects.
What is ethnography?
Research that observes people in their everyday settings, such as homes, shops, workplaces and online, to understand not only what they do, but why.
How is ethnography different from a survey?
A survey tells you what people say. Ethnography shows what they actually do, and why. We often combine both, so the numbers come with reasons.
When should we use ethnography?
When you’re entering a new market, designing a new product or service, or when your data shows a problem but not the reason behind it.
What happens during an ethnographic study?
We spend time with people where life happens: at home, in shops, at work and online. We watch, ask questions and sometimes join daily routines, then turn what we see into insights your team can act on.
Is ethnography only for consumer brands?
No. We also help public institutions redesign their services, such as Hong Kong Public Libraries for LCSD and online licensing for FEHD.
What is “thick data”?
Rich human detail, such as stories, behaviours and context, that explains the numbers in big data.
Which markets do you cover?
Our field network of 200+ Brandnographers works across 15+ markets in Asia Pacific and three continents, including Mainland China, Hong Kong, Taiwan, Korea, Japan, Singapore and India.
Can you reach the right people?
Yes. Our SUPERESPONDENT® database and field network recruit hard-to-reach audiences, from ultra-premium consumers to KOLs, backed by a 100% participant recruitment guarantee.
Do you also run quantitative research?
Yes. Alongside ethnography we run quantitative surveys and social listening with our JOMI® tool, so findings can be measured at scale.
What will we receive at the end?
It depends on your question. Typical outputs include insight reports, personas, journey maps, future scenarios, prototypes and a workshop to turn insight into action.
How do we start?
Send us a WhatsApp message, email hello@brandnographer.com or fill in the contact form. A few lines about what you want to understand are enough.
How can I take part in your research?
Join our Research Community on LinkedIn to hear about studies across Hong Kong and the region.
Can I join the Brandnographer network?
Ethnographers, researchers and behavioural scientists are welcome. Email hello@brandnographer.com with a short introduction.
