Ethnographic Research

We've grouped together all the information our site contains on ethnographic research (ethnography) to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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.

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.
How qualitative can help define the new value proposition: As the information age evolves into the innovation age, qualitative researchers must adapt their methods to emphasize consumer anthropology; creativity and co-creation; and action and/or strategic planning to look beyond product attributes by asking - and answering - the questions of ‘So what?’ and ‘Now what?’
How to evoke respondents’ brand-related stories: The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

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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.

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.
Trade Talk: Changing diapers, thinking about ethnographic research: As he struggles to use various baby-related products, a new father wishes his trials were being watched by a team of marketing ethnographers.
Observing the world: As marketers become more global, companies have an increasing need to understand the often subtle nuances of customer behavior across countries and cultures. This article discusses ethnographic methods, providing 10 key principles that will ensure a successful and productive research experience.
Expert opinions: Soliloquy Inc. combined Web observational and opinion research to fine-tune Expert, its front-end interface for online vendors that allows shoppers to find what they want through a two-way interactive online conversation.
Observation and monitoring of interviews: This article is an excerpt from a chapter of “Approaches to Developing Questionnaires,” a report by the U.S. Dept. of Commerce. The article examines the usefulness of observation and monitoring for the purpose of evaluating the questionnaire and related data collection procedures. It discusses such topics as respondent cooperation, interview flow, interview length, personnel and skill requirements, characteristics of individual questionnaire items, using forms to quantify observations, verbal interaction coding, interview training, the observation setting and cost considerations.

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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

RIVA COURSE 241: QUALITATIVE ANALYSIS AND REPORTING: February 18-19, 2010; RIVA Training Institute will hold a course, themed 'Qualitative Analysis and Reporting' on February 18-19 in Rockville, Md.
RIVA COURSE 204: ALL ABOUT ETHNOGRAPHY: March 8-10, 2010; RIVA Training Institute will hold a course, themed 'All About Ethnography,' on March 8-10.

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