Modern Asian everyday lives

Jocelyn Pinijarom, Siamack Salari and Peter Cooper

Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are placing intense pressures upon local and global management to understand and better meet the needs of consumers.

Modern Asian Everyday Lives

The power of observation

Peter CooperCRAM International Ltd Jocelyn PinijaromCRAM Asia Ltd and Siamack SalariEveryday Lives International Ltd

ETHNOGRAPHY: OBSERVATIONAL RESEARCH

Market research stands on three grand pillars:

  1. observation – what people actually do in their everyday worlds of consumption;
  2. interviewing – consumer perceptions, attitudes, needs, brand images, and the emotions of consumption;
  3. semiotics – cultural signs and symbols of brands, communication and consumption.

Of these, observation – or ethnography – is the earliest and most basic source of human knowledge, going back to the earliest philosophers and origins of...

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