An ethnographic approach to consumer receptivity - the multi media context

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 explorations.

An ethnographic approach to consumer receptivity – the multi media context

Sigrid Schmid and René KaufmannGIM, Gesellschaft für Innovative Marktforschung, Germany

INTRODUCTION

This paper is based upon the findings of a qualitative research inquiring into processes of media receptivity in the face of consumers' increasingly unpredictable media usage patterns. A decisive aspect of this problem is the question of receptivity. Today's consumers' day-to-day media routines are shaped by a complex multimedia environment which demands integrated research. This paper proposes a holistic methodology to approach consumer receptivity in its varying modes. We suggest a combination of state-of-the-art ethnographic...

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