Case Study: Amárach wins board approval faster with Indeemo mobile ethnography

Amárach captures 450+ authentic DIY insights in one weekend with Indeemo

Amárach, a market research consultancy, faced a challenge for a home decorating client who needed to deeply understand customer habits to shape strategy. The project required both quantitative segmentation and qualitative fieldwork to be completed within a five to six week timeframe to convince a skeptical board. Amárach needed an efficient way to capture authentic, in-home evidence over a single bank holiday weekend, a task that would have taken months using traditional research methods. They turned to the mobile ethnography platform from Indeemo to solve this.

Indeemo enabled Amárach to have 30 participants film themselves over the weekend, resulting in over 450 candid photo and video uploads. This approach provided rich, unbiased emotional insights more effectively than traditional methods. Using Indeemo, Amárach presented these findings alongside quantitative data, which successfully won board approval. The client acted on the insights within a week, quickly launching new tailored marketing communications based on the research.

Amárach