Doing Ethnography Getting into the Real Thing
Cathy Maisano
The growing demand for getting closer to consumers and understanding their behaviour in real life has been bandied about as holistic market research. More recently, an increasing number of briefs have been requesting ethnographic pieces of work. Either way, this style of research is on the rise.
Lets be clear
However, while interest abounds, questions are increasing on both sides of the clientsupplier fence: what will ethnographic research tell us? Is it different from what weve always done? In an industry traditionally categorised as qualitative or quantitative, who should do...