Ethnographic research and great storytelling

Based on a showcase in the automotive field, this paper shows how ethnography can provide detailed and rich profiles of consumer segments, which allow validating a segmentation-based typology.

Ethnographic research and great storytelling

Laurent FavardProduct Planning Department, Renault, France

Ulrich von Hoermann and Bettina StaudenmaierGfK Automotive, Germany

INTRODUCTION

Due to the concentration process and increasing competition in saturated...

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