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.<\/p>\n\n\n\n
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.<\/strong> 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.<\/p>\n\n\n\n While methods of observation and interviews don\u2019t 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\u2019t always entail asking questions\u2014 participants of ethnographic studies are allowing you to observe their daily and personal lives. Ethnography also utilizes three main principles within its various methodologies:<\/p>\n\n\n\n Ethnography 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\u2019re there, but don\u2019t 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<\/p>\n\n\n\n In 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\u2019s take a brief look at a handful of them:<\/p>\n\n\n\n In-person focus groups are used when a face-to-face interaction is needed and valuable to the questions being answered.<\/p>\n\n\n\n Use when:<\/strong><\/p>\n\n\n\n Communities 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\u2019s common for brands to bring in consumers who are loyal to their products.<\/p>\n\n\n\n Use when:<\/strong><\/p>\n\n\n\n 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. <\/p>\n\n\n\n Use when:<\/strong><\/p>\n\n\n\n An agile full-service approach can be very helpful when you want to work with a partner who does the heavy lifting, especially if you\u2019re strapped for time and need guidance with both quantitative and qualitative research design and methodologies. It\u2019s also a good fit when you simply need insights from an objective third party. <\/p>\n\n\n\n Use when:<\/strong><\/p>\n\n\n\n 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. <\/p>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" As market researchers, we should all be aware of the role other<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-12900","post","type-post","status-publish","format-standard","hentry","category-blog","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts\/12900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/comments?post=12900"}],"version-history":[{"count":0,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts\/12900\/revisions"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/media?parent=12900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/categories?post=12900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/tags?post=12900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}How Ethnography Differs From Other Research Methods<\/h2>\n\n\n\n
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Application to Market Research<\/h2>\n\n\n\n
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Other Types of Qualitative Market Research Methodologies<\/h2>\n\n\n\n
In-Person Focus Groups<\/h3>\n\n\n\n
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Online Communities<\/h3>\n\n\n\n
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Do-It-Yourself (DIY)<\/h2>\n\n\n\n
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Agile Full-Service<\/h3>\n\n\n\n
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