Data collection methods: Ethnography

 

This article explains how a combination of research techniques helped Universal Orlando Resorts compete against Disney in Florida in 2006-07. Researchers spent a week at each location using motivation ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

In India, the large middle class is the bastion of popular opinion, culture and consumption. As the middle class in China becomes a growing force, and companies look at capturing both markets in their ...

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

This paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: ethnography and neuroscience. Researchers are frequently asked to offer ...

The purpose of this paper is to raise the awareness of a range of ethical dilemmas and challenges facing researchers who adopt ethnographic approaches in electronic community research. The paper consi ...

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the bran ...

Ethnography is experiencing a resurgence of interest, and visual ethnography offers marketers opportunities to gather appealing and pertinent data. With the increasingly widespread use of digital phot ...

The fact that people use language in quite different ways and to mean different things has been discussed over the past 500 years or more, across several disciplines, including philosophy, psychology, ...

This paper describes an ethnographic research study conducted for Microsoft's Gaming Division across seven countries, among teens and young adults who play PC and console video games. Both the researc ...

This paper describes an ethnographic study of customers' experiences of travelling on the London Underground. The research was applied to help identify why there was an apparent perception gap between ...

In this Viewpoint piece, Philly Desai, of qualitative research company Turnstone, provides a brief introduction to the current condition of ethnographic research. He argues that ethnography provides s ...

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights - verbatims - has a much greater potential than its often shodd ...

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnog ...

Market research in general, and in the Telecoms sector not least of all, tends towards the rational and the linear, assuming that the market is consciously aware of what it does and why it does it, an ...

To offer satisfying experiences, the leisure industry must understand how consumers have adopted a complex, multifaceted and integrated approach to leisure. Profound cultural and values shifts have le ...

The paper hypothesises that brands have social lives as they enter into relationships with people. Brands are not just products that satisfy functional needs. They become markers of our very selves, i ...

Based on a showcase in the automotive field, this paper shows how ethnography can provide detailed and rich profiles of consumer segments, which allow validating a segmentation-based typology. Alterna ...

This paper argues that ethnography is fast becoming a central aspect of qualitative research as brands look for new ways to connect with consumers. The use of ethnography in market research has both t ...

This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical tria ...

How market research has failed to deal with material culture is astonishing. The irony cannot be escaped: an industry largely concerned with the consumption of things (products), yet takes as its sing ...

This paper looks at the advantages of a sequential ethnographic research methodology, using in-situ observations of media usage by an ethnographer, a surveillance set, creative diaries and in-home exp ...

The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibi ...

A decisive growth potential lies in emerging markets, where prospective buyers are, at present, less well known to many global car manufacturers. In emerging markets the basic socio-cultural environme ...

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty. It asserts that the very tools and technologies contributing to ...

The increasing popularity of ethnographically-based research can be limiting in some circumstances and categories. To combat this, a new qualitative method has been created. Using latest cell phone te ...

Explorations into consumer's ordinary everyday life experiences are now the uncharted frontier for market researchers. This paper focuses on the view from the ground: the challenges video ethnographer ...

This paper describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and rel ...

This paper describes how to put together an innovative research design based on several contrasting perspectives and techniques, with the purpose of gaining new consumer insight and understanding in t ...