Viewpoint – Ethnography and market research
Philly Desai
Ethnography is now well established as a commercial research technique. Ten years ago you might have found only a few agencies or clients interested in this relatively new approach, but now there are few agencies that don't offer ethnography alongside more conventional research approaches. But what are they doing? And what are the clients buying? While most researchers and marketers know what they're getting if they commission eight groups or twenty interviews, ethnography is still a bit like the Wild West. There's no standardisation, no common language to describe the...