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The cornerstone of the ethnographic approach involves the researcher engaging in "participant-observation" in contexts native to the people being studied. This means that the ethnographer both observes and interviews respondents in their familiar settings and in the more natural flow of their everyday activities—where they live, work, eat, groom, shop, receive care, socialize, play, etc. |
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Ethnography is just one type of qualitative research. We also excel in conducting a broad range of "traditional" qualitative methodologies, including focus groups, individual in-depth interviews (IDIs), and telephone in-depth interviews (TDIs) for many different types of consumer and marketing research projects. |
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For many ethnographic projects, we also include specific methodological and interpretive exercises that complement and enhance the insights generated from the core contextual interviews and observations.
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