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Benefits of Ethnographic Research

Ethnographic research is the study of human behavior in its natural context. For CX, this could mean in-depth interviews or even customer observations. There are some key benefits to this type of research:

  1. Provides understanding behind the “statistics”
  2. Allows the emotion to be easily detected
  3. Detects interrelationships between the customer contacts and groups not detected as easily in other measurement sources
  4. Gives us, as customer experience professionals, a greater and more common understanding of how to articulate the customer story
  5. Increases the understanding and awareness of customer interactions and challenges
  6. Showcases new company improvements or initiatives that will address challenges
  7. Serves as a useful training tool for all types of associates
  8. Drives customer centricity and empathy in the organization

About the Author

Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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