Abstract:
This paper is devoted to exploring the range of ethnographic techniques. In particular, it shows their capacity to penetrate the inner space of relationships between consumers, their mindsets and brands. The ethnographic approach is a way to gain a deep understanding of the origin of the connection between brands and consumers. In other words, it allows a combination of the structure of consumers? values with brand cultures.
This could also be of interest:
Research Papers
My problem is your problem
Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Tom O'Dwyer, Hala Al-Bassam
Company: Unilever
June 15, 1993
