Essentials of ethnographic study lies in ethnology and sociology. Today it enjoys more and more demand in marketing research world wide. Ethnographic study implies observation on consumers lives and study of their everyday lives in “natural” non-lab conditions. It prpovides detaled description of consumer behavior and consider all factors he or she is influenced by.

This method is a novice in Georgia however, its value is easy to be understood considering what valuable information the observer gains during the whole day spent with respondent observing consumers behavior. At the same time, within the ethnographic study we combine observation and interview methods meaning the dialog between the observer and consumer to ease the flow of behavior which allows learning about the motivation of certain behavior. This approach provides our customers with more precise and detailed information on the behaviors, opinions, preferences and tastes of their consumers. Ethnographic observation usually is one the components of the whole research and it is best to be applied when creating new product or service or in the process of improvement of the existing products or services when consumers habits, preferences and other factors are to be considered.