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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.

Qualitatively Speaking: Evolving ethnography
The quick-and-dirty home visit, during which researchers observe consumers for a short period of time and then leave, does a disservice to the technique, the end client and, most importantly, the consumer being observed. The author argues for techniques that use video diaries and online and/or in-person interviews as a less invasive but still effective method of conducting ethnographic-style research.
Loose change, lotion and expired coupons
One hundred women were asked to empty their purses and allow researchers to catalog their contents and also discuss what their purses mean to them. The author discusses the most frequently-found item categories, such as those related to finance, communication, food and beauty care, and offers product innovation ideas for many of the categories.
Taking research on the road
The various kinds of on-site, ethnographic-style interviews, such as in-home or in-office visits, each come with their own sets of challenges. The authors outline these challenges and also offer solutions.
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.
Inhabit the user's world
For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.

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Related Articles

There are 28 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Video safaris: an alternative to in-facility focus groups
Using a case study, this article discusses the benefits of video safaris as an alternative to in-facility focus groups.
Seven rules for observational research: how to watch people do stuff
Observational research is becoming a popular method, yet many clients are not comfortable with it simply because they don't know how to get value from watching people. This article discusses seven rules for observational research that will help client and moderator alike.
House calls help Y&R understand consumers
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.
Observational research in a focus group setting
To get in-depth information about the ways people learn to assemble, install or use a product, the author suggests using a focus group setting that closely replicates an expected usage site. The author’s research with this technique found a variety of mechanical abilities among participants as well as a wide range of expectations about the experience and the impact such expectations have on the learning experience.
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.

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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 Discussion Topics

Hi Susanne -
10/08/2007 by Peter Zahnd
Ethnography - the options are boundariless
08/01/2007 by Mike Weber
Ethnographic Research Practice
07/31/2007 by Shelli Reichwald
Ethnographic Suppliers
07/31/2007 by Suzanne Fine

Related Events

CASRO WORKSHOP FOR PROJECT DIRECTORS AND ANALYSTS
May 15-16, 2008
The Council of American Survey Research Organizations will hold a workshop designed for project directors and analysts on May 15-16 in New York. For more information visit www.casro.org.
AMA MARKETING RESEARCH BOOT CAMP
May 22-23, 2008
The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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