Ethnographic market research
Not every question has a clear answer and worlds can lie between words and actual behaviour. Respondents often cannot remember individual everyday occurrences during an interview or focus group – sometimes they are not even aware of important details.
An ethnographic market research approach confronts this phenomenon by going back to observational basics.
Ethnographic market research pursues a holistic approach, enhancing understanding beyond words, with the aim of interacting with the target group in its own environment and capturing attitudes and behaviour in the context of everyday reality – outside the “laboratory situation” of focus groups and studio-interviews.
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