Ethnographic Research

Ethnographic Research

Ethnographic research tries to gain insight into what, how, and why individuals consume and sociality of their consumer behavior. Ethnographic market research helps companies understand consumers through factors such as lifestyle factors, usage, cultural trends, and attitude. Before this revolutionary technique, companies and businesses used focus groups to determine how consumers felt about their products. The focus group will be put in a room and discuss the product. On the other hand, ethnographic research does away with the room and looks at the consumers at a deeper level to gain more understanding. Ethnography utilizes sensory or empirical data collected from consumer observations and experiences to get a deeper insight into the individual, culture, or people.

I believe ethnographic research is much better than traditional market research because researchers can get a full perspective of what the consumers want by studying the culture of a people. Additionally, ethnography allows the researchers to get in touch with the consumers’ lifestyle and culture, which provides them with a more profound and detailed understanding. Given the benefits that come with ethnographic research, I believe it is the future. Companies will want to produce and market products, knowing that they will have relatively higher chances of success, given that they fully understand the way of life of their target market.