Ethnographic research/accompanied

40ethnographic research


Famous ethnologists, such as Margret Mead, recognized early on that a target group could only really be understood by entering their culture and ultimately by actively participating in everyday life.


The result of this then has been that ethnographic methods, such as participant observation, have also found its way into market research.
Ethnographic methods, such as participant observation or concealed observation or self-observation using diary entries (offline or online), are subsequent means of research whenever a consumer's daily life needs to be thoroughly examined and thus understood.


By using these techniques, we describe and explain automatic, simple, subconscious daily patterns of behavior present when consumers use products. We also explain complex information, orientation and decision processes that are involved when consumers decide to purchase high involvement products or when they make use of certain services.