Everything You Need To Understand Ethnographic Research

Related Articles

There are 100 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

The basics of successful rebranding research

Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?

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

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

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.

Design inspiration

Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

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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.

Place vs. space: Three tools for turning shopping into entertainment

Looking at the modern shopping experience through an anthropological lens, this article offers three ways retailers can fulfill customers' underlying desires instead of meeting only their functional needs.

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.

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