Viewpoint – The faddish breakouts of ethnography
Clive BoddyMiddlesex University/University of Lincoln
In 1988 the comeback of ethnography as a market research tool was being trumpeted in the trade magazine Marketing News(Mariampolski 1988)...
The faddish breakouts of ethnography
Ethnographic research has been described as a fad that promised to look beneath the rationalisations of consumers, but did not in fact deliver the cut-through promised by agencies.
