As market researchers, we should all be aware of the role other fields, like psychology and sociology, have within our industry. One field, in particular, that has had a significant impact on the qualitative nature of research we conduct, is ethnography. Show
Ethnography, while widely regarded as a research methodology, is also its own entity as well. Having got its start in anthropology, ethnography uses empirical, or sensory data (information gathered from observation and experience) to capture insights about a group of people, culture, or individual. Observations and interviews are just two forms of ethnographic methods that help market researchers glean a deeper level of insights from consumers when it comes to their behaviors and perceptions. How Ethnography Differs From Other Research MethodsWhile methods of observation and interviews don’t sound all that different from market research, ethnography differs most in its approach to a research question. Market researchers often develop hypotheses and test those hypotheses against dependent and independent variables, but ethnographers refrain from making any assumptions about their subjects. Ethnography is also far more personal even though it doesn’t always entail asking questions— participants of ethnographic studies are allowing you to observe their daily and personal lives. Ethnography also utilizes three main principles within its various methodologies:
Application to Market ResearchEthnography is pivotal to the market research industry and qualitative methods. Ethnographic practices, when used in market research, lend additional context, emotion, and a deeper understanding of consumers. We utilize the field in order to observe consumers at their own convenience and to avoid influencing customer feedback. In other words, they may know we’re there, but don’t know what we want. Online methodologies have a reputation for creating challenges when it comes to ethnographic methods. But today many online and non-traditional research methods are influenced by ethnography, including
Other Types of Qualitative Market Research MethodologiesIn addition to the bulleted list above, there are several other qualitative market research methodologies that many of our clients use to better understand their audiences. Let’s take a brief look at a handful of them: In-Person Focus GroupsIn-person focus groups are used when a face-to-face interaction is needed and valuable to the questions being answered. Use when:
Online CommunitiesCommunities are used to connect to a pre-screened group of consumers who can be accessed weekly within an online forum over a year or more. It’s common for brands to bring in consumers who are loyal to their products. Use when:
Do-It-Yourself (DIY)DIY methods can be a cost-efficient approach to certain research objectives and are ideal for those with the expertise to create, execute, and analyze results in an unbiased way. Use when:
Agile Full-ServiceAn agile full-service approach can be very helpful when you want to work with a partner who does the heavy lifting, especially if you’re strapped for time and need guidance with both quantitative and qualitative research design and methodologies. It’s also a good fit when you simply need insights from an objective third party. Use when:
Ethnographic research, in its purest form, is incredibly time-consuming. So applying it to agile market research can take a good chunk of the time and effort required without sacrificing the benefits of depth and understanding. To see more information about how you can keep online respondents engaged when it comes to using an online approach to uncover deeper insights about consumers, take a look at our quick eGuide below. Is observation and ethnography the same?Because the terms ethnography and participant observation have an entwined history, they are often used interchangeably. However, their distinction is clear. Ethnography is the study of people in their own environment through a variety of methods. Participant observation along with interviewing are the primary methods.
Is ethnographic research an observational research?Ethnography is a study through direct observation of users in their natural environment rather than in a lab. The objective of this type of research is to gain insights into how users interact with things in their natural environment.
What type of research is ethnographic?Ethnography is a qualitative method for collecting data often used in the social and behavioral sciences. Data are collected through observations and interviews, which are then used to draw conclusions about how societies and individuals function.
Is ethnography the same as ethnographic?Anthropologists are engaged in both ethnographic and ethnological study. Ethnography is the in depth study of a particular cultural group, while ethnology is the comparative study of ethnographic data, society and culture.
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