{"id":3115,"date":"2024-11-12T16:54:19","date_gmt":"2024-11-12T16:54:19","guid":{"rendered":"https:\/\/imasens.fr\/?p=3115"},"modified":"2024-11-12T16:54:23","modified_gmt":"2024-11-12T16:54:23","slug":"focus-on-ethnographic-studies-in-the-african-continent","status":"publish","type":"post","link":"https:\/\/imasens.fr\/en\/2024\/11\/12\/focus-on-ethnographic-studies-in-the-african-continent\/","title":{"rendered":"FOCUS ON ETHNOGRAPHIC STUDIES IN THE AFRICAN CONTINENT"},"content":{"rendered":"<p><span style=\"color: #000000;\">IMASENS is a leading market research agency specialized in cosmetic consumer and sensory\u00a0research both in France and internationally. Founded in 2006, IMASENS collaborates with most of cosmetic top brands and is constantly developing tools and its international network to meet the very specific needs of the cosmetics industry.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">IMASENS offers ethnographic approaches (in addition to quantitative studies) in North Africa and Sub-Saharan Africa.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">Ethnographic studies are essential to confront the &#8220;saying&#8221; with the &#8220;doing&#8221;, to deconstruct the &#8220;preconceived notions&#8221; and to adopt a point of view resolutely centered on the consumer.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">They are particularly recommended in non-Western and emerging countries, and especially in Africa, in order to avoid preconceived ideas and the launch of products or ranges shaped by our Western representations.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">Our approaches consist of an immersion in the homes of about 20 consumers to observe and analyze existing hygiene and care practices: decoding practices and associated representations, identifying the key elements in the usages, the objects, even the most trivial ones, and the daily experiential path.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">This approach allows us to respond as precisely as possible to the objectives of decoding usage: understanding existing practices with an immersion in the reality of consumers in order to grasp the levers or barriers to the use of cosmetic products and insights not addressed by the existing offer.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">Declarative information alone does not reveal routine, reflex or internalized behaviors, because the people interviewed are not even aware of them.\u00a0 This is why ethnological observation is conducted from the consumer&#8217;s point of view in order to build knowledge from the inside, through the eyes of the actors.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">The ethnographic interviews last from 1 to 2 hours and take place in 2 phases:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">Filmed\/photographed observation phase: the observer takes note of all the actions he\/she witnesses and records his\/her work with shots or videos of the places where the products are stocked and applied, the products, the objects and the hygiene and care routines.<\/span><\/li>\n<li><span style=\"color: #000000;\">The recorded interview phase allows to deepen and understand the observed practices.<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"color: #000000;\">The deliverables are documented and lively, integrating ethnographic material and allowing to inspire both marketing and R&amp;D teams who are therefore immersed in the reality of the target market.<\/span><\/p>\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"799\" height=\"251\" src=\"https:\/\/imasens.fr\/wp-content\/uploads\/2023\/01\/Logotypes-Imasens-FR.png\" alt=\"\" class=\"wp-image-2942\" style=\"width:263px;height:83px\" srcset=\"https:\/\/imasens.fr\/wp-content\/uploads\/2023\/01\/Logotypes-Imasens-FR.png 799w, https:\/\/imasens.fr\/wp-content\/uploads\/2023\/01\/Logotypes-Imasens-FR-300x94.png 300w, https:\/\/imasens.fr\/wp-content\/uploads\/2023\/01\/Logotypes-Imasens-FR-768x241.png 768w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><\/figure>\n\n\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>IMASENS is a leading market research agency specialized in cosmetic consumer and sensory\u00a0research both in France and internationally. Founded in 2006, IMASENS collaborates with most of cosmetic top brands and is constantly developing tools and its international network to meet the very specific needs of the cosmetics industry. \u00a0 IMASENS offers ethnographic approaches (in addition&hellip;<\/p>\n","protected":false},"author":5,"featured_media":3112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-3115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-5","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FOCUS ON ETHNOGRAPHIC STUDIES IN THE AFRICAN CONTINENT - IMASENS - Marketing sensoriel - Test consommateur, Analyse et Etude Sensorielle<\/title>\n<meta name=\"description\" content=\"IMASENS has developed a tool that collects both quantitative and qualitative data on owners and their pets. The data collected on our online test platform is then processed by a statistician and a qualitative analyst. This dual approach provides tangible figures and key insights to improve and position your new product. To know more about this tool, contact us!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imasens.fr\/en\/2024\/11\/12\/focus-on-ethnographic-studies-in-the-african-continent\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOCUS ON ETHNOGRAPHIC STUDIES IN THE AFRICAN CONTINENT - IMASENS - Marketing sensoriel - Test consommateur, Analyse et Etude Sensorielle\" \/>\n<meta property=\"og:description\" content=\"IMASENS has developed a tool that collects both quantitative and qualitative data on owners and their pets. 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