Research Topics:

Psychological/Emotion Research | Social Research

Content Type:

Glossary

Ethnomethodology Definition

Research that involves the examination of the ways in which people produce orderly social interaction on a routine, everyday basis.

Ethnomethodology examines how people produce orderly social interactions on a routine, everyday basis. In marketing research, this method of study seeks to understand consumer behavior and decision making. Data is collected through everyday interactions and practices of people within their social and cultural contexts. Simply put, ethnomethodology discovers the rules and norms that guide consumer actions and preferences. Those shared understandings and dynamics can have a profound impact on their purchasing decisions.

Who relies on ethnomethodology?

Researchers, marketing professionals and product developers turn to ethnomethodology to learn more about the motivations, influences and cultural factors that impact consumer choices and habits. Insights also can be used in the development of products, services and marketing strategies that better align with consumer experiences.

Why should I care about ethnomethodology?

Ethnomethodology offers a more holistic perspective on consumer behavior to marketing and business professionals by delving into the social and cultural contexts in which consumers live. Lessons learned through the student method can unveil nuanced insights that quantitative methods might overlook. Findings from ethnomethodology can help fuel more accurate and resonant marketing strategies and create stronger connections with target audiences.