Fly on the Wall uses ethnography to enable better-targeted marketing, based on access to a greater depth, texture and understanding of people’s real lives. It’s about observing people in their natural environments and situations, getting under their skins to understand how they engage with brands, products and services.
The technique can be used to observe a variety of real life situations: down the pub, in the retail environment, on holiday, on the internet, whilst travelling and in the home (where it also allows us to observe and talk with other household members). It can be used to inform consumer segmentations and ‘need state’ models, new product development and optimal retail, as well as things like web site designs.