Adshel has unveiled its new landmark Ethnography research campaign to New Zealand ad agencies.

The study, which involved 800 respondents (Socio 1 & 2, Adultescent, Main Household Shoppers) across New Zealand and Australia, aimed at charting their media consumption and technology uptake.

Seventeen individuals from both NZ and Australia also took part in a film exercise that saw them accompanied for a day by a film crew who recorded their everyday activities (which included driving past Adshels and buses) and interviewed them about their lifestyle.

Adshel reps left the agencies with directions to www.thelostwallet.co.nz – the final link that holds all the videos for the demographics.

What’s inside someone’s wallet can be invaluable. And Adshel is not talking about the cash. As consumers’ habits and needs shift at an ever-increasing pace, brands must evolve to interact, engage and influence.

To do this requires an understanding of their audience through real insights.

What does a typical day look like for your consumer? What are they passionate about? What influences them? And what role does media and technology play?

Adshel set out to answer these and other questions by talking to consumers, allowing you to spend a typical day in their life, without leaving your office …

Here’s a summary of the main findings:

MHHS:

• I have added things to my shopping list as a result of seeing an Outdoor Ad
• It is not uncommon for me to be on my smartphone while doing my grocery shopping
• I enjoy when I can interact with an ad

Adultescents

• Overall I spend more time away from home than at home
• If I like something and I can afford it I will generally buy it
• I avoid TV commercials when possible

Socio 1&2

• I hardly watch TV nowadays
• I notice when outdoor advertising changes as I take the same route everyday
• I’d be open to technology that would make my life easier

“We feel the quant and then ethnographic research really backed up our beliefs and strengthened our case of the benefits of Adshel,” said Emma Barnes. Contact her at emma.barnes@adshel.co.nz; 09 375 1624; 021 243 1718, or via www.adshel.co.nz. Or just send your questions to ethnography@adshel.co.nz.