I recently spoke about ethnography at the Market Research Intelligence Association’s conference. Below are the original slides from my presentation.
Of course, the in-person experience is so much better, so here’s a run-down of the big ideas:
Ethnography is about immersing oneself in a “foreign” context
You do ethnography to really understand your customers, from their own perspective
Categories: Blog · culture · ethnography
Roger Martin has a great post on Harvard Business Review that summarizes how ethnographic research differs from quantitative surveys.
Qualitative, and especially observational or ethnographic, research enables us to delve much more deeply into the relationship between our firm and its product/service and the customer. Because we aren’t obsessed about adding all the responses together [...]
Categories: Blog · Popular · ethnography · home · market research · qualitative research · quantitative research · surveys · time
Few would disagree that fundamental economic change is upon us. Business models are crumbling daily. From the auto industry to the banking industry, it is clear that old ways of doing things are no longer working. The market research industry is just as vulnerable to this shift, yet, like the auto industry before it, it [...]
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