Ethnography – making meaning out of the mundane
Originally used as a method to understand tribes or cultures in distant lands, today it is applied to any culture including our own. Ethnography is used in numerous sectors – from healthcare, financial services and FMCG to automotive – and is so adaptable because of its dedication to interpreting human behaviour.
Despite being one of the oldest fieldwork techniques, it is often characterised as being a new, sometimes innovative, research method in market research.
The term ‘ethnography’ is sometimes misused and poorly defined by people in the world of market research, and has on occasion become a trendy word chosen to make a research tool appear more innovative, such as ‘ethno-lite’, ‘self-ethnography’, ‘webnography’, or even ‘glassnography’ (referring to participants wearing spy glasses).
In this paper, we go back to basics with a view to presenting a practical guide to the subject area.
- What makes ethnography, ethnography
- The case of identity theft: What isn’t ethnography
- Making decisions based on ethnographic insight
[Webinar] Ipsos Global Trends 2020: Certainty in Times of Crisis
In the Ipsos Global Trends 2020, we uncovered the attitudes and values of more than 22,000 people in 33 countries around the world. Using advanced analytics and expert analysis on this huge data set, we have identified 12 trends and 36 values that will dominate the world in the 2020s.