Ethnometrics (SM) is a consulting firm committed to providing measurement-driven customer solutions to business applications. They provide exhibitors, show organizers, and retailers an independent, data-driven strategies to maximize their return of investment.
Through the use of video cameras strategically placed throughout the venue, the Ethnometrics team carefully observes the subjects and apply six-sigma techniques to analyze the many facets of customer behavior (in reference to retail) or (show) attendee behavior.
Various factors that can be measured include: traffic patterns over the course of the event, use of common areas, and the level of engagement with the staff. This approach provides client with an advantage in learning to identify the factors that influence the tradeshow and retail experience.
The business management strategy known as Six Sigma allows Ethnometrics to focus on the following areas:
-Traffic Measurement—how many people attend, where they go, what they do
-Timing Analysis—how long do the attendees go there, how much time do they spend doing things, what times are busy or slow, how long do they spend in the exhibit space
-Tracking Analysis—what do specific attendees do, where do they go, how do they consume the event (this can be based on age, buying characteristics, job title, company, profession, etc.
-Efficiency Analysis—how efficient are you at drawing the target audience, engaging that audience, interacting face-to-face with attendees, moving attendees through a purchase and/or decision process, delivering ROI
-Training—Ethnometrics uses videos to monitor the exhibit space for design and traffic flow elements. When staff at the exhibit booth know a video is recording them, they show an improvement over normal event behavior. (The videos are not used as a "big brother." Instead, the videos create a "Heisenberg" affect, which is when people know they’re being observed, they behave differently)
-Experimentation—Ethnometrics professionals are experts at designing experiments to tell what design features, sales tools, sales processors and behaviors will optimize a ROI.