Ethnographic Research

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.

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.

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.

See more articles on this topic

Related Articles

There are 132 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

Put social networks to work for your research

Web 2.0 tools such as Facebook, Skype and LinkedIn can be cleverly used by companies to boost information sharing and encourage communication internally and externally. Dubbed Business 2.0, these low-cost methods are a trend to watch.

They're neither big children nor small adults

A step-by-step guide to conducting research with teens, from choosing the methodology through recruiting and the actual interviewing.

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.

Research as a profit center? It's closer than you think.

Sugging is perhaps the dirtiest word in our industry but does linking sales to marketing research hold the key to changing the function’s image from a sunk cost to a contributor to the bottom line?

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
• Observation Research
• Text Analytics

Conduct a detailed search of the entire Researcher SourceBook directory