top of page

In-home Consumer Interviews

Understanding the preferences and mindset of consumer groups is the key to successfully expanding a retail business in China.

In-home ethnographies are comprehensive sessions which combine observation and interviews to generate deep contextual understanding.


While in home, we strive to blend in with the setting to observe, listen, probe and use the environment as stimulus for conversation to uncover those elusive insights that help optimize a brand and engage consumers. Home based ethnographies generally last around 1 hour, depending on research objective.

Ideal Uses

  • Understand your consumer by creating a qualitative lifestyle profile Identify points of pain, workarounds, and innovative solutions for your product

  • Figure out consumer traditions, rituals and routines — how these came to be, and how your product can optimize the experience

  • Gain insight about how your target consumer thinks, lives, works, plays, and celebrates

The Shanghai Pathways Difference

  • Inspired assignments: We often ask each participant to complete an assignment to help us better understand the world of this consumer. SP moderators then use these as a springboard for the conversations and to add texture to the insights gleaned from the interviews.

  • Deeper insights through conversation and observation: We watch and listen to what individuals have to say and the reactions and behaviors of those around them. We observe facial expressions, gestures, and movement. By watching, listening and asking probing questions, we uncover rich insights you’d never collect in a controlled research environment.

  • Better understanding through market immersion: We offer a tailored approach. Design a guided tour to help you understand the local market, learn the new trend and visit interesting spot.

  • What it all means: We take these profiles, observations and insights and craft meaningful action plans for our clients. The learning from these ethnographic market research sessions help you better understand your consumers’ wants and needs and identify white-space opportunities to advance your brand.

Whatever your project requirements, we would be delighted to discuss the best approach and most appropriate research methods to meet your research needs.

To book the program, we do request 50% deposit of the total fee. The total of program bill shall be settled at the beginning of your program in cash, or transfer to Shanghai Pathways bank account before the program starts.  

Price: RMB18000 for up to 6 people

RMB2000 per additional person

(Including project setup, program design, expert guide fee and transport)  

Program is 2hrs.  For a group of more than 10 people, please contact us for larger group offer.

This program is specially designed for Qualitative Research & Market Immersion. Immersion Program consists of a series of tailored experiences examining the economic and cultural landscape of China and its economic relationship with the world. This is a tailor-made program for top management from multinational organizations to draw attention to the fundamental shifts in the global economic landscape, in order to prepare them as they develop their global and China strategies.

bottom of page