Frequently Asked Questions

What is Ethnography?
Very simply, ethnography is the research approach used by cultural anthropologists when studying groups of people. It involves four key tenets:

  • Participant Observation. Ethnographers spend time with people as they go about their daily lives, learning how they live by actually doing what they do.
  • Natural Setting. Ethnography is conducted in the space where participants actually live, work and play, not in a separate research facility.
  • In Their Own Words. Ethnography research findings are delivered in the words of the participants, using their language and intonation.
  • Holism. People's actions and thoughts are influenced, directly or indirectly, by absolutely everything in their lives. Ethnographers stay open to all potential connections.
When should a company use ethnography?
There are a variety of reasons why and when a company chooses to use ethnography. Please click here to review some of the more popular reasons. If you do not see your specific situation listed but would like to discuss it, please contact us.

What is a Cultural and Media Sweep?
Cultural and Media Sweeps are broad studies of media and public displays related to a particular subject, including an inventory of communication materials and a photo essay capturing public imagery and behavior.

What is Shadowing?
Shadowing involves spending time with participants as they go about their daily lives, observing and interviewing them with respect to the subject under study.

What are Emotional and Behavioral Landscapes?
For Emotional and Behavioral Landscapes, participants use a diary-like tool (sometimes including a visual prompt) to keep track of their behaviors and feelings over a period of time. Usually these include both general behaviors and feelings, as well as references to specific rituals and events related to the study topic.





About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover Simplexity. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

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