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Written by DJS Research Ltd
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05 Jan 2011 |
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Ethnography is a product development tool for understanding how people use products and services and to understand consumers’ opinions. The approach is often used in product development to help understand unstated desires or cultural practices that surround products. Where focus groups prove inconclusive in relation to participants’ real feelings, ethnography links what people say to what they actually do—avoiding the issues surrounding a reliance only on self-reported, focus-group data. Ethnography usually involves a researcher participating directly in participants’ lives for a number of hours, days or weeks depending on the product or service to be tested. Researchers watch and listen to what is said and may also ask questions in either a formal interview or through informal chat or small talk. Conversation is usually the main form of data retrieved by ethnographers in a market research setting. For further information please visit DJS Research, a full service market research agency. Alternatively, feel free to call them on +44 (0) 1663 767857 Follow DJS Research Ltd: On Twitter :: On Facebook :: On Linkedin :: On You Tube
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Last Updated ( 17 Jul 2012 )
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