Learn About Observation Research

Related Articles

There are 40 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Taking research on the road

The various kinds of on-site, ethnographic-style interviews, such as in-home or in-office visits, each come with their own sets of challenges. The authors outline these challenges and also offer solutions.

How to evoke respondents’ brand-related stories

The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

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.

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.

An enriching process

An in-depth look at ethnographic research in Latin America, including thoughts on modes of observation, participation, incentives and questioning.

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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.

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.

Ethnography-based hybrid research stretches four continents to study workplace interaction

Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

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.

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