The blind ethnographer: material ethnography and new ways of seeing in the world

This paper highlights recent debates about the importance assigned to ethnography in commercial market research.

The blind ethnographer: material ethnography and new ways of seeing in the world

Mark Thorpe Truth


If the X Factor was ever brought to the research industry then ethnography would surely be a finalist; hotly tipped for success by both the panel and pundits. Ethnographic principles have had a significant impact within the market research industry, particularly over the last decade or so; they have contributed to a transformation in the way we think about qualitative research and have helped to open up, structure and inform critical discussions on methodology, research practice and new ways...

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