Everything You Need To Understand Ethnographic Research

Related Articles

There are 99 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

House calls help Y&R understand consumers

New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

Qualitatively Speaking: Ethnography goes digital

While traditional in-person ethnography continues to have its place in the product development process, digital ethnography - in which product users blog about their experiences - offers its own set of advantages.

Trade Talk: A quality reference on qualitative

Quirk's Editor Joseph Rydholm reviews Hy Mariampolski's Qualitative Market Research, a book intended to serve as a comprehensive guide to all things qualitative.

The Revolution is at hand

Moen conducted depth interviews, in-aisle research, observational research and hydrotherapist interviews to understand the beneficial effects of water on the body in research to improve its line of showerheads.

Creative ethnography helps small nutrition-bar start-up find its path

Nutrition-bar maker 1-For-1 Foods used ethnography and other research methods to understand how its buy-one-give-one model could fit into consumers’ lifestyles.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

More than an activity: How passive 'shopping' is changing the path to purchase

This article examines the digital qualitative work Communispace conducted with the Advertising Research Foundation to uncover and explore consumers' "unconscious" shopping behavior and discusses how online and offline influences contribute to brand perception.

How a lack of money turned me into an innovative researcher

Ethnography, a DIY community and turning a survey into a virtual press conference were just some of ways one in-house research team overcame budget limitations to generate valuable insights.

Anthropologists in MR are more than data-gatherers

The author makes a case for why anthropologists should be included in the early stages of an ethnographic research project rather than merely being asked to observe and report on consumers.

Creative ethnography helps small nutrition-bar start-up find its path

Nutrition-bar maker 1-For-1 Foods used ethnography and other research methods to understand how its buy-one-give-one model could fit into consumers’ lifestyles.

How to conduct values research in a qualitative setting

The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.

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