Everything You Need To Understand Ethnographic Research

Related Articles

There are 46 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.

Immersive research

Online-based immersive research draws from a number of offline approaches - ethnography, longitudinal qualitative studies and contextual inquiry - and blends them, taking advantage of the capabilities offered by Web 2.0. The goal is to capture participant experiences as they happen and make them meaningful in the context of a business question.

Forget the sharks - swim with your own fish!

In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

Qualitatively Speaking: Is gender an issue for the ethnographic researcher?

Rather than gender, an ethnographer’s professionalism is of more import, the author argues.

Perceptions and realities

While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.

See more articles on this topic

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.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Qualitatively Speaking: The irreplaceable on-site ethnographer

Online qualitative is growing in popularity, the author admits, but sometimes there’s no substitute for actually being there.

Fusing ethnography and interrogational research into a new modality for health care research

Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.

More than just verbatims - adding rigor to consumer ethnographic film

The author compares consumer ethnographic film with academic ethnographic film and discusses how researchers can and should add rigor to the process.

How recruitment enriches your ethnographic research

The author discusses the importance of recruiting and why ethnographers should consider recruiting as an integral part of the research process.

See more articles on this topic

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Ethnographic Research

Conduct a detailed search of the entire Researcher SourceBook directory