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.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Qualitatively Speaking: The irreplaceable on-site ethnographer

Online qualitative is growing in popularity, the author admits, but sometimes there’s no substitute for actually being there.

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.

More than just verbatims - adding rigor to consumer ethnographic film

The author compares consumer ethnographic film with academic ethnographic film and discusses how researchers can and should add rigor to the process.

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.

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Related Articles

There are 56 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

Qualitatively Speaking: Firsthand experience or secondhand information?

This article discusses how firsthand experience is preferable to secondhand information, noting the success of having consumers from a Western Union research study present their recommendations to Western Union’s executive committee.

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.

Watch, listen and learn

Watching consumers interact with products can lead to new product ideas by observing consumers’ frustrations and workarounds with current products.

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.

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Specialties

• Ethnographic Research
• Observation Research
• Text Analytics

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