Ethnography is a holistic technique that goes beyond the limitations of focus groups by taking marketing research outside the laboratory setting. Ethnographers observe, interview, and videotape people in the context of their everyday lives: where they work, live, shop, and play. Ethnography overcomes the artificial nature of surveys and their standard question-and-answer format, which depend on self-reporting and the researcher's frame of reference. And, ultimately, ethnographic research reveals the unspoken cultural and social patterns that shape consumer behavior.
Asia Research Partners aggressively focusing and executing ethnographic research as leading businesses are recognizing the value of ethnographic research and are incorporating this approach into more traditional marketing research methodologies. Our moderators have extensive experience conducting focus group discussions with consumers, Business to Business and Government stakeholders throughout India. Our focus group moderators have extensive sectoral knowledge and moderating skills that combine direct and projective techniques. Our Moderators can provide you with valuable insights and advice about the responses gained from focus group participants.
Ethnography is the study of people in their natural or "native" environments—where they live, work, shop and play. It is a set of complementary techniques developed within the discipline of anthropology. The ethnographic method requires a well-trained researcher skillful in immersing himself or herself in diverse environments, cultures and populations; in establishing rapport with people in these social contexts; and in interacting with them through participation, observation and dialogue to uncover their attitudes, beliefs, perceptions and values, as well as the unspoken cultural patterns that shape behavior.
In a business or marketing research context, ethnography is used to uncover, interpret and understand the consumer point-of-view and the hidden rules of environments. Whereas focus groups and surveys rely on self-reporting and memory out of context, ethnography provides a holistic view of consumers in the context of their daily lives. There really is no substitute for the opportunity to experience what consumer experience. For example, consumers do not interact with your products and services in isolation; they are affected by changing family patterns, unseen cultural factors and other products and objects in the proximate environment. Ethnographic research is the best means for getting at these unspoken cultural and social patterns that shape consumer behavior. Ethnography can be used as a stand-alone technique or can be used in conjunction with other qualitative and quantitative marketing research techniques.