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Ethnography & observation

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Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Article

This article highlights the persistent value of small data despite the present obsession with big data as the main source of relevant insights.

Research Paper

This paper describes an international research project in response to a brief by Viacom, the media group, which wanted to renew its understanding of Generation X.

Research Paper

This paper outlines a UK-based 'customer immersion project' for Lloyds Banking Group (LBG), a research programme to help drive the bank's mission of building empathy and putting customers at the heart of its business.

Research Paper

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Research Paper

This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Research Paper

This paper questions one of the fundamental assumptions of research: that of the researchers' objectivity, through a case study on behalf of Land Rover that demonstrates the move away from objectivity in market research.

Research Paper

This paper describes a research project carried out for Philadelphia, a large health care facility in the Netherlands for people with mental disabilities, which created a new holistic vision for mental healthcare.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

Research Paper

This paper describes a qualitative research project for Clif Bar & Company, a US manufacturer of energy bars and drinks, that sought a fuller understanding of its core consumer - 'extreme adventurers' - and the opportunities to widen its market beyond them.

Research Paper

This paper describes how behavioural economics (BE) contributed to a UK qualitative research project for integrating a series of healthy-lifestyle support services into a single, holistic service.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Research Paper

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Research Paper

This paper details how Orange, one of Europe's largest mobile network providers, got its employees to become more customer-centric and pay attention to the varying needs of specific customer groups with the creation of a 'Segment Toolkit'.

Research Paper

The paper describes a qualitative research project by MTV India, the television channel, that investigated the relationship between content and youth identity among India's centennial generation.

Research Paper

This paper describes how Simplot, an Australian food manufacturer, combined virtual reality (VR) with ethnography to inform product development and communications.

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.