Tip Sheet for Buyers of Ethnographic Market Research
Published 7/9/2008
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Summary
When it comes to ethnographic research, visual evidence may not be what it seems. One of the distinctive characteristics of ethnographic research is that it is not about individuals, but rather environments, processes and situations. The ethnographic researcher uses a toolkit grounded in social scientific models and theories.
Ethnographic research is especially valuable in the later stages of the product cycle. Key characteristics to look for when selecting an ethnographic research provider include the researcher’s specific approaches to research, method of data gathering and quality of data analysis.
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