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Truth, Lies and Ethnography: ethnography in the consumer space

by Sam Ladner on February 28, 2012 · 1 comment

in Blog, culture, ethnography

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
  • Good consumer ethnography is about understanding SYSTEMS (I can’t stress this enough), as well as media channels people are now using
  • Outputs from ethnography are often “non-traditional” reports such as tag clouds, comic books, and personas
  • It takes longer but it’s worth it
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Categories: Blog · culture · ethnography

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Recap: Truth, Lies and Ethnography | Ramius Blog
May 25, 2012 at 1:02 pm

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