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.

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)...

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