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...