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.

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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.

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.

Loosening the wheels of innovation

Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

Mobile research offers speed, immediacy

Using examples from brands such as Coca-Cola and Nokia, the author explores the capabilities of mobile research and how it lets marketers get fast, fresh responses from consumers.

Trade Talk: How marketers can get a reaction to their calls to action

Quirk's speaks with Amy Fayer, research director, at New York research firm Dynamic Logic to offer several tips for marketers who are considering adding calls to action to their advertising.

Shedding new light on an old flame

Using an analytical process that resembles a funnel, a team of researchers from SC Johnson maximized the impact of information gleaned from ethnographic research on candle products.

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Specialties

• Ethnographic Research
• Observation Research
• Text Analytics

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