Data collection methods: Ethnography

 

Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership work ...

Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour. In ‘We’ research we ...

This presentation describes the exploratory method that led to understanding women’s erotic associations to fragrance. The results of this research helped to find new marketing insights and vocabulary ...

The article discusses the problems of researching among young people. Controlled focus group environments can be forbidding. Generating comfort and confidence is crucial, e.g. allowing younger respond

The article discusses the rise of 'citizen journalism', and posits that market researchers are like journalists in that their job is to uncover and understand the truth by listening and asking questio

The article argues that market research, to remain relevant, needs to embrace observation of the virtual world (cyberspace) and the areas where it is increasingly interacting with the real world, so a

This paper summarises the presentation by Agnes Nairn on "Research ethics in the virtual world" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 Novemb ...

This paper summarises the presentation by Anjali Puri on "Webnography: its evolution and implications for market research" given at the IJMR Research Methods Forum: ‘Methods Matter: Intervie ...

This article discusses youth research in the Middle East. Technology has enabled Arab youth to connect with the world, overcome social taboos, and create new forms of community. The 'Shabab Tek' appro

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. This perhaps provid ...

An internet panel, set up to research young people, turned into a social networking community and thereby became much more effective. Thirty college youth aged 18-22 in India were recruited. Social ne

The article describes a new approach to studying young people by ethnography. A full range of ethnographic methods was used to get a fully rounded picture, including user-generated ethnography and net

The paper describes a new research methodology developed by Repères that makes the most of the technical revolution of digital video. VideoStudy uncovers emotions through a dynamic analysis of the gap ...

During the spring and summer of 2007, Givaudan and QualiData executed a global ethnographic study to support the discovery and development of novel chicken flavors. Aiming for intensive consumer immer ...

Research still fails to demonstrate how it is actively involved in turning results into strategy, and strategy into action. Practitioners now need to be more than researchers; they need to become cons ...

The use of information and communication technology products and services varies to a considerable degree among consumers. There are some users who devour any innovation, and use beta versions to chal ...

This article explains how a combination of research techniques helped Universal Orlando Resorts compete against Disney in Florida in 2006-07. Researchers spent a week at each location using motivation ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

In India, the large middle class is the bastion of popular opinion, culture and consumption. As the middle class in China becomes a growing force, and companies look at capturing both markets in their ...

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

This paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: ethnography and neuroscience. Researchers are frequently asked to offer ...

The purpose of this paper is to raise the awareness of a range of ethical dilemmas and challenges facing researchers who adopt ethnographic approaches in electronic community research. The paper consi ...

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the bran ...

Ethnography is experiencing a resurgence of interest, and visual ethnography offers marketers opportunities to gather appealing and pertinent data. With the increasingly widespread use of digital phot ...

The fact that people use language in quite different ways and to mean different things has been discussed over the past 500 years or more, across several disciplines, including philosophy, psychology, ...

This paper describes an ethnographic research study conducted for Microsoft's Gaming Division across seven countries, among teens and young adults who play PC and console video games. Both the researc ...

This paper describes an ethnographic study of customers' experiences of travelling on the London Underground. The research was applied to help identify why there was an apparent perception gap between ...

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

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights - verbatims - has a much greater potential than its often shodd ...