Ethnographic Research Overview

Jill Peled

Ethnographic research has been used for marketing research for a long time now, but had a resurgence of popularity recently. Below are a few articles on the subject and some examples of using ethnographic research in the marketing plan.

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.


WARC created a Best Practice piece that gives an overview with suggested readings, titled, "Ethnography – mining for insight" (2006). The author, Roderick White, summarizes: