Technography / ethnography in the real world

Judith Staig and Rose Tomlins

Discusses ethnography in the technology sector. The benefits of ethnography over traditional qualitative research are discussed, as are the challenges faced in conducting ethnographic research, including respondents, objectives, stakeholders, samples, control, analysis and dissemination.

Technography / ethnography in the real world

Judith Staig and Rose TomlinsGfK NOP, United Kingdom

WHY ETHNOGRAPHY?

The desire to become a truly 'customer centric' organisation lies at the heart of many company mission statements. The ability to align new product development, positioning and marketing communications with genuine customer needs, motivations and desires is widely held as the way to differentiate brands in an increasingly competitive market place.

Ethnography can play an important role in facilitating greater customer-centricity within organisations. However, the application of ethnographic techniques requires careful thought and consideration. The use of ethnography by full...

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