ETHNOGRAPHY AND OBSERVATIONAL RESEARCH
Applying cultural analysis tools in consumer research
| ATHENS / 12 - 13 SEPTEMBER 2010 In combination with Congress - Odyssey 2010 |
Registration available soon |
Workshop overview
In a world where the consumer voice can be heard from all corners of the globe how do you understand who the consumer is and what their wants and needs are? Ethnography and observational research responds to these challenges by observing consumers in their natural environments and then turning these consumer encounters into ideas that transform brands and product categories. In this workshop, 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.
Please note:
You will need to register and attend both days of this workshop.
This workshop has an extensive pre-workshop task which will take a few days to complete. Please register early so that you have enough time to complete it.
Level
Day 1 – Intermediate
Day 2 – Advanced
Workshop leaders
Hy Mariampolski
Managing Director, QualiData Research, USA
Neil McPhee
Managing Director, Nuance Research, UK
Michael P. Cook (Guest workshop leader)
Head of Consumer Understanding - North America, Givaudan Flavors, USA
ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.