Powerful insights - possibilities of ethnographic research

This paper describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and relevant actions, can overcome barriers of traditional methods.

Powerful insights – possibilities of ethnographic research

Ji-Seun YouLG Electronics, Germany

Edeltraud KaltenbachMaritz Research, Germany

INTRODUCTION

To truly understand your customers and potential customers in the relevant markets and countries...