From the course: Market Research Foundations

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Ethnography

Ethnography

From the course: Market Research Foundations

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Ethnography

- Imagine observing your customer as a fly on the wall. You'd learn a lot, right? Well, that's the goal of ethnographic research. Ethnography is a research method originally associated with social and cultural anthropology. Over the past decade, it's gained a lot of traction in marketing research. It's a way to immerse yourself in your audiences natural environment, observing behavior in their homes, offices, schools, anywhere else they go. With ethnography, you get to see firsthand how users interact with technology in their daily lives, on their own devices, in their daily routines. It helps researchers and stakeholders empathize with customers and solve real problems for them. These immersive interviews are so powerful and I believe in them so much that many of the trends from my book, InstaBrain: The New Rules for Marketing to Generation Z, are based on insights uncovered with this technique. There are two types of…

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