Research - Strategize - Implement

Understanding Your Market, Improving Your Business

We understand the challenges of doing business in a multicultural world. You know your business, but we know people. We can help you reach out to customers and community members more effectively through qualitative ethnographic research methods. Whether you want to market new products and services or improve existing ones, we put ourselves in the shoes of your target audience and uncover new opportunities.

Case Study

A Chicago hospital with a large Latino patient base wanted to understand how to better address their needs. Workforce Language Services met with key stakeholders to learn about current challenges from the hospital staff perspective. From there, a team of researchers spent two weeks in the hospital, shadowing and interviewing patients and families and conducting focus groups with social services, interpreters and nursing staff.

The results? A tremendous number of insights and recommendations, both small- and large-scale. From language and culture training recommendations to literacy, translation and signage suggestions, we helped this hospital understand their Latino audience and prioritize opportunities to better serve them - both before and after their stay.

What is ethnographic research?

Ethnography is the study of people in the environments where they live and conduct their daily lives. Developed by anthropologists for studying cultures abroad, in recent years ethnography has become an increasingly important compliment at home to other, more traditional market research techniques. Ethnography requires a trained researcher interacting with people through a combination of conversation and observation to uncover their attitudes, beliefs and behaviors.

The ethnographic research techniques we use include:

In-depth interviews
Shadowing
Participant observation

When may also incorporate traditional market research techniques, including focus groups and surveys.

Contact us to find out how we can help you understand the needs of your audience, and to create relevant solutions that address those needs..

What Our Clients Say

It was great to not only learn the language but also the cultural background.
-W Lakeshore