Viewpoint - Ethnography and market research

In this Viewpoint piece, Philly Desai, of qualitative research company Turnstone, provides a brief introduction to the current condition of ethnographic research.

Viewpoint – Ethnography and market research

Philly Desai

Ethnography is now well established as a commercial research technique. Ten years ago you might have found only a few agencies or clients interested in this relatively new approach, but now there are few agencies that don't offer ethnography alongside more conventional research approaches. But what are they doing? And what are the clients buying? While most researchers and marketers know what they're getting if they commission eight groups or twenty interviews, ethnography is still a bit like the Wild West. There's no standardisation, no common language to describe the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands