Ethnographic research
Spis
treści
- Ethnographic research – characteristics
- Usefulness of ethnographic research
- Ethnographic study – what might it look like?
- Ethnographic study – examples
- Ethnographic study – strenghts
- Our Clients
- Why choose our offer?
- Ethnographic study – our standards
- Ethnographic study – our capabilities
- Ethnographic study – Price list
- FAQ
An ethnographic study involves observing
a specific group in its natural environment.
Ethnography in social research or market research is a qualitative technique that enables understanding customers (consumers), their attitudes, and decisions through observation in a specific setting (such as their place of residence, work, study, leisure, or recreational activities).
Information is primarily collected through observations, but can also be supplemented by in-depth interviews, analysis of objects and documents, and sociological photography.
In research, ethnography is also referred to as social anthropology or field methods. It has been used in marketing since the late 20th century.
Ethnographic research is particularly useful for understanding routine activities about which we would not obtain declarative information. These activities can be easily observed by the person conducting the study. The researcher may observe:
- behaviours characteristic of specific social, consumer, demographic, and subcultural groups;
- behaviours influenced by the environment or social context;
- behaviours that contradict declared personal values or the values of a particular group;
- behaviours that violate laws or official regulations.
Ethnographic research is often used in the process of determining the reasons behind the failure of certain products.
Ethnographic study – what might it look like?
Ethnographic marketing research typically involves the observation of consumer behaviour inside or outside of households, focusing on activities related to the use of specific products or services, decision-making processes, purchasing behaviours, product usage in households, and work-related activities.
The researcher records their own observations as well as conversations of the participants. It’s also possible to gather photographic documentation, video/audio recordings, documents, and objects. The researcher may choose to conduct passive observation or actively participate in the everyday activities of the people being studied.
Additionally, in-depth interviews can be conducted to gather more detailed information.
The key source of information in an ethnographic study comes from the researcher and their real-time observations. Data analysis often begins while still in the field. Subsequently, the researcher can start creating analytical descriptions of the observed behaviours and formulate hypotheses to explain the phenomena. Finally, conclusions are drawn and tested.
Research conducted using ethnographic techniques can have various goals and assumptions and can be successfully applied to any type of research.
Some of the most popular ethnographic studies include:
- visits to respondents’ places of residence – observing routine activities related to a particular product (e.g., eating, drinking, cleaning, washing, painting walls);
- exploratory observations in the field (e.g., shops, pubs, cinemas) – learning about shopping habits and specific behaviours associated with the location;
- exploratory observations in workplaces – examining the atmosphere in the company/office, communication methods, division of labour, and conflict situations;
- focus group interviews with elements of ethnographic research – introducing aspects related to the respondents’ natural environment, such as films or photographs illustrating the topic under study.
The strongest point of the ethnographic technique is the authenticity of the collected information. It allows us to deeply understand a specific group of customers. Instead of suggesting activities to the respondents, we accompany them in situations where they naturally perform certain activities. This applies to both everyday activities (e.g., eating and drinking) and less frequent ones (e.g., shopping, entertainment).
Through ethnography, we gain data that is not only declarative but also verified by actual behaviour and embedded in the contexts in which it occurs. As a result, we access information that is often difficult for respondents to articulate.
Field research is a valuable tool for studying the present.
The results of ethnographic research inspire and generate new ideas to meet and shape people’s needs.
This technique can be combined with other research methods to increase the reliability of the results and allow further verification of the hypotheses established by researchers.
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why chooseour offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
Ethnographic study – our standards
We conduct qualitative research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
Ethnographic study – our capabilities
We are able to organize
any qualitative research
within 7 days.
We survey all groups of respondents, including:
- private individuals (consumers of various brands,
- families, residents of rural and urban areas)
- enterprise representatives:
- owners
- management staff
- employees
- public institutions
- State and Provincial Offices
- Local government units
- Educational institutions
- Business environment institutions
- experts
We also recruit respondents for the study, supported by the CATI studio with 25 interview stations, which affects the recruitment time.
Specialized researchers with many years of experience are selected for each study.
Ethnographic study – Price list
The ethnographic research we conduct aims to provide valuable insights that assist in formulating and implementing the objectives of a company or institution. Therefore, our studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
Ethnographic research in marketing is an exploratory qualitative method used to gain insights into respondents by observing them in their natural environment.
Ethnographic research is based on observation. It takes place where individuals regularly or periodically engage in activities related to products, services, or tasks. The researcher may either interact with respondents or limit their role to passive observation.
Ethnographic research is applied when there is a need for a deep understanding of clients (consumers), their attitudes and decisions, especially when this information is difficult or impossible to express verbally.
The key advantage of ethnographic research is the authenticity of the data. Information is gathered in the respondents’ natural environment and in situations typical of the group being studied.
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