The abstract:

Ethnography market research methodology is one of the most limited and difficult to organise, especially when observed markets and objects are geographically dispersed.

Recently the main problem for ethnography market research conduct is time. Usually this type of approach is very time consuming, while observing respondents in their natural environment by the onsite respondent, definitely takes more time than surveying or questioning them.

However the crucial benefits from this type of approach are free of bias and natural responses, gathered directly from the local recipient life and business environment.

Ethnographic studies we offer are based on the qualitative modelling in their design as a way to express ideas and identify formal descriptions. This happens by utilising our modelling framework and gives all participants (designers, ethnographers) a common means to communicate and collaborate more effectively.

Ethnographic modelling and analysis

Selective Ethnographic Analysis we can define as a method for ethnographic data collection, basically within and in close correlation to a specific research problem.

Usually this process consist of steps similar to any other marketing research path such as data identification and collection, performing the observation (which corresponds with interviewing for any other research study), analysing the data, generating recommendations with regards to the research problem.

The traditional ethnography is mostly descriptive and more common used in social research than commercial ones. Selective observation, however, might be a relevant tool for any commercial approach. It could be used in cases e.g. hard to reach audience is so elusive, that they would never participate in any surveys or focus groups (than the observation is hidden).

The other significant driver for providing observations is large diverse between respondents declarations and how they behave in real. In order to examine this, we would need to recruit the group of respondents to stay with them for some time and observe how they behave in their natural home or business environment. Very often people are unconscious regarding the differences between their declarations and the reality, however they agree to be observed.

While ethnography market research is quite difficult to organise, please discuss with us any details before sending us a brief. First we need to check out if we have specific resources and if your subject is eligible for observations into some specific Eastern European markets.

Feel free to contact us as market research agency for RFQ or further details of this market research approach.