Founder-led · Based in India
Ethnographic consumer research for D2C and digital-first brands
Founder-led ethnography for Indian D2C brands. What consumers actually do — not just what they say.
Primary method
Ethnography
We sit with people in their kitchens, autos, and clinics — the rooms where your product is actually used. You see decisions get made, not just remembered.
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Method
In-Depth Interviews
Ninety unhurried minutes with one customer. Useful when you need to map a specific decision, an objection, or the gap between intent and behaviour.
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Method
WhatsApp Diary Studies
Two weeks of voice notes, photos, and screenshots from customers, on the platform they already live in. Captures the long tail of context that a one-hour interview cannot.
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For D2C and digital-first founders who've outgrown guesswork.
Analytics tell you what dropped, what converted, what churned. They cannot tell you why a customer in Indore felt your packaging was "too clinical," or why your repeat rate craters in the second month after a perfectly fine first delivery. Ethnography sits in that gap.
- Which customer segment to double down on next
- What messaging actually resonates — and what is filler
- Where the product quietly falls short of expectations
- Why customers leave, in their words, not your funnel's
A four-step engagement, run by the founder herself.
- 01
Listen
We start with the business question, not the method. What decision is this research about to inform?
- 02
Observe
We meet customers in their setting — homes, clinics, autos, WhatsApp threads. Behaviour first, opinion second.
- 03
Interpret
We connect observations to patterns. The output is a clear point of view, not a transcript dump.
- 04
Activate
We sit with your team to convert findings into product, positioning, and pricing moves you can ship.
Notes from the field.
8 October 2025
Why D2C brands need ethnography, not another survey
Surveys can tell you what customers say. Ethnography tells you what they do. For a D2C founder making product decisions, the second answer is the one that matters.
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22 September 2025
WhatsApp as a research instrument
Why a two-week WhatsApp diary study captures the long tail of customer context that no one-hour interview can.
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5 September 2025
The tier-2 customer is not a smaller version of the metro customer
Most D2C brands extrapolate from Mumbai and Bengaluru and call it national. Two weeks in Indore and Coimbatore will change your mind.
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The work
What consumers actually do. Not just what they say.