Doing Ethnography - Getting into the Real Thing

Cathy Maisano

Shows how ethnographic research can be used to provide deeper insights for brand building. Ethnographic research means getting closer to the people who buy our products, learning what they are like and how and why they behave as they do when they use these products, in much more detail than is possible with conventional research.

Doing Ethnography Getting into the Real Thing

Cathy Maisano

The growing demand for getting closer to consumers and understanding their behaviour in real life has been bandied about as holistic market research. More recently, an increasing number of briefs have been requesting ethnographic pieces of work. Either way, this style of research is on the rise.

Lets be clear

However, while interest abounds, questions are increasing on both sides of the clientsupplier fence: what will ethnographic research tell us? Is it different from what weve always done? In an industry traditionally categorised as qualitative or quantitative, who should do...

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