Ethnographic Research

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Tags: | Ethnographic Research | Observation Research | Social Media Mining

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.

In Case You Missed It... March 2010: News and notes on marketing research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts
Qualitatively Speaking: Mining LinkedIn for B2B interview leads: Using the tips detailed here, researchers can harness a few of LinkedIn’s lesser-known capabilities to mine for quality prospects for in-depth B2B interviews.
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.
How online observational techniques help qualitative researchers keep pace with the speed of consumers: Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.
Research shows the power of telling a good story when creating advertising aimed at kids: Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

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There are 45 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Watch, listen and learn: Watching consumers interact with products can lead to new product ideas by observing consumers’ frustrations and workarounds with current products.
A fuller picture: By examining a sample online ethnography project, the author shows how gathering respondent photos, diaries, stories and interviews can provide insights beyond those obtained through simply asking respondents about their actions.
Stranded in the soup aisle: This article discusses research by Sorenson Associates in which the firm has been mapping individual grocery shopping trips using PathTracker, a small electronic transmitter mounted on shopping carts that emits signals every four seconds that are tracked by an array of antennae in a store.
To be seen or not to be seen — that is the question: The pros and cons of various levels of sponsor involvement in ethnographic research are explored in detail.
Try new ethnography-lite!: Rather than a full-scale ethnographic research process, in many cases information needs can be filled by simply observing consumers as they interact with your product.

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Related Glossary Terms

Ethnographic research: The observation of a small group of people in their own environment (consumers) and drawing conclusions based on the findings from these observations. The researcher attempts to get a detailed understanding of the circumstances of the people being studied. The result is a collection of extensive narrative data on many variables over an extended period of time which provides insights into the group.

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Related Associations

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Related Events

SOCIAL MEDIA - THE NEW FRONTIER OF CUSTOMER FEEDBACK: March 23 at 12 p.m. CDT, 2010; The AMA will host a complimentary 45-minute Webinar, sponsored by Allegiance, themed 'Social Media - The New Frontier of Customer Feedback: Five Ways to Turn Social Media Feedback Into Gold,' on March 23 at 12 p.m. CDT.
QUALITATIVE RESEARCH IN WEB 2.0: THE NEXT LEAP: March 25-26, 2010; The Merlien Institute will hold a workshop, themed 'Qualitative Research in Web 2.0: The Next Leap,' on March 25-26 at the Holiday Inn Berlin City - West in Berlin, Germany.

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