Video Ethnography Report

Ian Igowski

03.05.2024
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Marketing Research
—
 Introduction

General Research Question: What

is the adult American breakfast
experience like?

The overall reason for using video

Ethnography to gather information is
that it allows a natural observation,
enabling observations of behavior in a
real-life setting rather than relying on
controlled experiments. It provides a
deep understanding of in-the-moment
data. By being immersed in the natural
environment of the subjects.
 Methods

For this report, four videos were reviewed, and a page length of notes
was taken for each participant. Based on the review of the videos,
they were taken by phone. The videos were recorded variously, the
four videos that were viewed had the participant either holding the
phone and recording the action that was happening or of themselves.
Each video was approximately 2 minutes long, there were a total of 18
videos.

Key Insights
There was a total of 5 major
insights based on the notes
taken.

Each participant has a popular

American breakfast.

As shown in the notes for

participant 1 for a popular
breakfast. The participants
start their morning with a
Starbucks pre-made coffee.

Notes from Participant Two

relayed that they chose
between peanut butter and
honey toast or cereal such as
Cheerios, Life, and Honey
Bunches of Oats to start their
morning.
The data seems to indicate the home
setting was similar in each video.

Further study would be

needed to confirm but most
videos had oak and granite.

As shown from the notes from

Participant 3 their
background showed tan
counters and wood cabinets,
which were like the other
three participants' kitchens.

All participants opted to show

their surroundings while
filming, including their meals
or food included in their
breakfast routine.

Breakfast took place during

daylight.

The data for each participant

suggests that the videos took
place when the sun was out.

The environmental factors

impact when the participants
have breakfast, as shown in
the notes participants have
shown their breakfast
routines during daylight or
early hours.

The times were barely visible

but were shown on
microwaves during daylight,
giving the impression that the
meals and routines take place
early on.

Breakfast videos were roughly 2.5

minutes.
 Participants spent most of
their time explaining food or
their routine, each participant
had different layouts for their
video but all finalized around
3 minutes.

Videos showed a majority of

what was made or what would
have been made.

More data would need to be

gathered to know how long
their breakfast routines take.

After breakfast usually entails school

work or job work.

Data showed participants

have similar routines with
school work and job work
involved
Data also showed the
participant does school work
on weekend days after their
breakfast routine.