Software marketing research firms
Marketing Research Tools | Applications | Consulting | Industries  
Aug 20, 2008 Contact: 415.339.0498
Market Research Ethnography | Qualitative Market Research | ...discovering depth & range of buyer behavior & beliefs...| B2B & consumer market research | Power Decisions Group, Inc.
Branding Research Firm  

Market Research Tools:
Consumer Photo Ethnography

Marketing Research Tools

Market Research Applications

Marketing Strategy Newsletter

Marketing Research Information Sources & Tutorials

Ethnography comes from social research and anthropology. Instead of asking consumers what they believe or what they have done as we do in survey research, we watch what consumers do.

Ethnography is a popular technique for the study of consumer-computer interaction (HCI). There are variations in how data is collected: 1)sending a consumer observer-researcher into stores, work place, and homes to observe real behavior; 2) giving subjects a video camera to record consumer interactions with the target product; or 3) having consumers record their behavior in a diary. As with any marketing research technique, ethnography has its measurement validity problems. Properly used however, it can yield exceptional insights to consumer behavior and attitudes useful for product redesign, new product concepts, discovering alternate product uses, and profiling true customer satisfaction.

For more on this topic, see our Market Research FAQ on Photo ethnography


Branding Research  |  Ad Testing Research  |Brand Equity Research  |  Product Research  |  Positioning |  Customer Satisfaction Research  |  Strategy Consulting  |  Brand Development |  Segmentation  |  Pricing ResearchAdvertising Research Markeiting Research Daily Blog
Tools & Techniques
Focus Groups |  Market Research Panels |  Qualitative Research |  Photoethnography | 
Concept Testing  |  Market Surveys |  Online Market Surveys |  Motivational Research  | 
Idea Generation |  Product Concept Development |  BAM Brand Assessment

Site Map |  FAQ |  Market Research Resources |  Industries |  Readings |  Strategy Newsletter
email marketing-research-consultants@powerdecisions.com
Contact San Francisco office at 415.339.0498
©Power Decisions Group, Inc. Aug 2008
 | Print this page. | 

x