Ethnography and observational research

Applying cultural analysis tools in consumer research

Workshop overview

Using actual footage from studies and simulations, here is your chance to develop interview and observation skills using ethnographic techniques. You can expect to:

• Understand the challenges faced in designing and implementing ‘real world’ research, including the methodological tools needed, and the practicalities faced.
• Learn when to use ethnographic research to address specific marketing issues and how ethnography fits with other methodologies.
• Learn how to anticipate and overcome problems associated with global and cross-cultural ethnographies.
• Review various types of ethnographic and observational research, their advantages and limitations.

Level
Introductory to intermediate

Workshop leaders 

Hy Mariampolski
Managing Director, QualiData Research, USA

Neil McPhee
Managing Director, Nuance Research, UK