An ethnographic approach to consumer receptivity – the multi media context

Sigrid Schmid and René Kaufmann
GIM, 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 methods and current scientific approaches to receptivity capable of rendering consumer receptivity more intelligible.

THE PROBLEM WITH FRAGMENTED RECEPTIVITY