Ethnography - mining for insight

This paper argues that ethnography is fast becoming a central aspect of qualitative research as brands look for new ways to connect with consumers.

  Ethnography - mining for insight

October 2006

 

As marketers increasingly seek insights into consumers’ emotional relationships with brands, as the key to achieving successful differentiation from competition and effective brand communications, the importance of qualitative research has risen - again.

However, the reliance of qual research on the focus group has increasingly been called into question, for a range of reasons, and researchers and research buyers have been seeking for ways to arrive at a deeper understanding of consumer cultures and the role of brands within them (1).

This has led to a revival of interest in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands