CASE STUDIES

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RESEARCH METHODOLOGY: ETHNOGRAPHIC RESEARCH

Applying Ethnographic Techniques to Guide Investment Decisions

Client: Private Corporation
Industry: Transportation
Research Method: Ethnographic Research (Follow the Person) (Pasig River Ferry Riders)

Is the Pasig River Ferry System a viable option to alleviate Metro Manila traffic? Using anthropological lenses, Curiosity uncovered social, cultural, technological, and environmental clues affecting low ridership despite massive Pasig River rehabilitation efforts.


Understanding Urban Communities for a Chain of Low-Cost Clinics

Client: Healthcare Company
Industry: Healthcare
Research Method: Ethnographic Research

A Healthcare Company wanted to pilot test a scalable network of affordable community-based primary care clinics for C2 and D market patients. Curiosity was engaged to conduct user research with the target community to help create a range of services based on health-seeking strategies within family, gender, and community dynamics.


Forum for building back better after Typhoon Yolanda

Client: Women’s Education, Development and Productivity Research Program (WeDpro)
Industry: Social Services - DRRM
Research Method: Ethnographic Research

Women’s Education, Development and Productivity Research Program (WeDpro) engaged Curiosity to find ways to Build Back Better post-Typhoon Yolanda. This led to developing an interactive forum in which female residents can learn to build better in ways that address their own spatial concerns involving childcare, household management and other responsibilities.


Developing a Financial Literacy Program for Rural Mothers

Client: Roots of Health
Industry: Social Services - Financial Literacy
Research Method: Ethnographic Research

Roots of Health (Ugat ng Kalusugan), realized that many of their UGAT participants lacked a key life skill needed by mothers to run their households effectively: numeracy. Curiosity was brought in to design and co-create a financial literacy program with mother-learners in rapid iteration, teaching them the four fundamental operations of addition, subtraction, multiplication, and division.


Defining "Hiyang" in consumers choice of hair care products

Client: FMCG Company
Industry: FMCG
Research Method: Ethnographic Research

An FMCG Company developed a new shampoo brand for the Philippine market. To help in the product’s development, strategy, and communication, Curiosity was tasked to learn more about “hiyang” and the connection between interpretations of the body and personal care decision making practices.


Defining "Tiwala" in relationships of sari-sari store owners

Client: FMCG Company
Industry: FMCG
Research Method: Ethnographic Research

An FMCG Company wanted a way to interact with small sari-sari stores (SSS), one of their main distribution channels. Curiosity was tasked to identify information about the sari-sari stores that will ground the strategies, content, and implementation of a CRM program. The result were different levels on the social expression of trust across a diverse mass market retail channel.


Discovering new product opportunities from laundry stains

Client: FMCG Company
Industry: FMCG
Research Method: Ethnographic Research

When a 5-cut detergent bar wasn’t performing as expected in the market, this FMCG Company tapped Curiosity to learn more about the dynamics related to the 5-cut bars in order to create a stronger proposition for the product.


Developing a mobile service for maternal healthcare

Client: A Maternal Health Foundation
Industry: Healthcare
Research Method: Ethnographic Research

A Maternal Health Foundation saw an opportunity to provide a new service for low-income pregnant women and mothers through an SMS-based maternal health service. Curiosity was brought in to conduct exploratory research in order to provide a clearer understanding of the local context, challenges, and practices of the target users in relation to maternal health care.


Designing relevant farmer agricultural and financial recording tools

Client: Non-Profit Foundation
Industry: Agriculture
Research Method: Ethnographic Research

A Non-Profit Foundation sought to understand the economic impact on agricultural practices and financial planning of its entrepreneurship program on its participants. Using artifact analysis, focus groups, and interviews to understanding farmers’ record keeping process, Curiosity designed a tool that would be comprehensive, feasible, and relevant.


Exploring the refillable store concept

Client: A Retail Service SME
Industry: Retail Service
Research Method: Ethnographic Research

An SME decided to explore addressing the problem of unrecyclable packaging waste with a Refilling Store concept. By studying successful refillable packaging stores in foreign markets and interviewing local consumers and retailers, Curiosity revealed market receptiveness to the idea as well as the most viable execution.


Localizing art authentication technologies

Client: Art Provenance
Industry: Information Technology
Research Method: Ethnographic Research

Authenticating the work of Philippine artists continues to pose challenges in the art community. By interviewing data security practitioners, collectors, and galleries, Curiosity determined if foreign authentication technology could be effectively adapted in local market, and if there are other opportunities to address this.


Discovering strategies to introduce new ways of enjoying coffee

Client: FMCG Company
Industry: FMCG
Research Method: Ethnographic Research

A food and beverage company wanted to introduce a new coffee product to Millennials. By understanding the beliefs that underpin their coffee experiences, Curiosity discovered opportunities to introduce a product conventionally linked to an older generation to a new set of younger users.