Ethnographic Research

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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.

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.

Can we do better screeners? Of course!: Based on findings from internal surveys, a research company executive discusses how to write better screeners for qualitative research, covering aspects such as screener length, question order, homework assignments and articulation questions.
Lighting a different path: Coleman used a variety of qualitative research techniques to find new areas of business and revenue.
Understanding Hispanic culture: a case for ethnographic research: As the Hispanic market expands, companies are increasing their research of this market. This article examines the ethnographic study and illustrates how it can be used to enrich Hispanic research.
Unstructured individual interviewing: This article offers a summarized excerpt of the section of the U.S. Department of Commerce’s report “Approaches to Developing Questionnaires” that addresses unstructured individual interviewing. The discussion includes personnel and skill requirements, respondent selection, preparation, operation, time considerations, cost considerations and data collection.
Qualitatively Speaking: Ethnography makes the human connection: In-home visits and other types of ethnographic research can provide an array of attitudes, motivations and behaviors which would not be self-reported in other research venues.

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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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