Ethnographic studies are the empirical examination of
individuals, families and social groups. The objective is
often to gain better insight of cultural phenomena through intense
study of behavior and reasoning. Some aspects of Ethnographic
Research include:
- Basic observations of behaviors
- Most often includes unstructured one on one in-depth
interviews
- Consumer observations explore behavior, trends, tendencies and
patterns.
- Consumer created collages and depictions of consumer life
- Often includes video/audio presentations of consumer
observations
- In-store studies such as Shop-alongs and shopper viewpoint
research