What is ethnography used for?
Posted: Tue Apr 22, 2025 6:05 am
In addition, we should not forget about the diaries filled out by respondents - this is also one of the ethnographic techniques. And in connection with the widespread use of the Internet, blogs, "live journals" of specific people, and all kinds of forums are also valuable for researchers today.
Research conducted using the ethnographic method allows:
see and understand how brands, products or services are actually used in their natural environment;
avoid unnatural, artificial behavior on the part of respondents;
assess the level of contextual influence;
determine what meaning/sense brands have for consumers;
to identify insights and the emotions that emerge, words and symbols that characterize them.
Ethnography helps to understand the cultural characteristics indonesia cell phone number list of consumer behavior and their hidden needs. The researcher penetrates the very essence of what is most important to the consumer by understanding who he is, how he lives, and what determines his behavior. By immersing himself in the life of the consumer and describing his behavior, researchers obtain deeper, richer and more effective conclusions compared to traditional research. The ethnographic method allows us to separate the “real self” from the “declared self.” This is quite often the case with traditional research methods.
Ethnographic research allows us to solve the following problems:
identification of competitive advantages;
product development;
search for insights for the development of new products and services;
identifying the features of product use;
search for a potential niche for the implementation of a new product/service;
identification of regional characteristics of consumers, as well as the specifics of consumption culture in age and gender communities;
determining the prospects for rebranding a product/service;
study of consumer trends and methods of their formation, determination of attitudes, habits, motives.
Research conducted using the ethnographic method allows:
see and understand how brands, products or services are actually used in their natural environment;
avoid unnatural, artificial behavior on the part of respondents;
assess the level of contextual influence;
determine what meaning/sense brands have for consumers;
to identify insights and the emotions that emerge, words and symbols that characterize them.
Ethnography helps to understand the cultural characteristics indonesia cell phone number list of consumer behavior and their hidden needs. The researcher penetrates the very essence of what is most important to the consumer by understanding who he is, how he lives, and what determines his behavior. By immersing himself in the life of the consumer and describing his behavior, researchers obtain deeper, richer and more effective conclusions compared to traditional research. The ethnographic method allows us to separate the “real self” from the “declared self.” This is quite often the case with traditional research methods.
Ethnographic research allows us to solve the following problems:
identification of competitive advantages;
product development;
search for insights for the development of new products and services;
identifying the features of product use;
search for a potential niche for the implementation of a new product/service;
identification of regional characteristics of consumers, as well as the specifics of consumption culture in age and gender communities;
determining the prospects for rebranding a product/service;
study of consumer trends and methods of their formation, determination of attitudes, habits, motives.