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Related Articles

There are 26 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.

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.

Walk a mile in their shoes

To really get to know your consumers, make the effort to connect with them through in-context interviews, online bulletin-board diaries and active listening from the back room.

What does the term ‘ethnography’ mean to you?

From shop-alongs to embedded research to urban ethnography, marketers and researchers bandy about many labels to describe ethnographic research. The author argues that true ethnography involves a long-term approach in which consumers allow the researchers to spend time with them and observe their lives. The other techniques, though they are tagged with ethnography-type names, are too short-term to be really considered authentic and effective ethnographic research.

Observation and monitoring of interviews

This article is an excerpt from a chapter of “Approaches to Developing Questionnaires,” a report by the U.S. Dept. of Commerce. The article examines the usefulness of observation and monitoring for the purpose of evaluating the questionnaire and related data collection procedures. It discusses such topics as respondent cooperation, interview flow, interview length, personnel and skill requirements, characteristics of individual questionnaire items, using forms to quantify observations, verbal interaction coding, interview training, the observation setting and cost considerations.

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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.

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.

How to obtain a 360-degree view of pharmaceutical usage

By combining ethnographic and other research methods, pharmaceutical firms can get a fuller picture of how patients use - or don’t use - the medications prescribed to them.

Qualitatively Speaking: The value of second sight in qualitative and ethnographic fieldwork

This article cites several examples of how another researcher’s viewing of video from ethnographic or focus group fieldwork can uncover previously overlooked insights.

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.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

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