Ethnography for Marketers

摘要

Ten years ago ethnographic and observational researches were relatively new to the commercial marketing scene. Although, these approaches have been long-accepted in the academic toolkit, commercial marketers tended to prefer the convenience and cost effectiveness of focus groups or in-depth interviews. Now, however, things have changed. The 2007 Directory of the Association for Qualitative Research lists around 50 commercial research agencies claiming to specialise in ethnographic research in the UK and no marketing conference is complete without shaky videos of people cooking, cleaning, partying or shopping.