Abstract:

This presentation describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and relevant actions, can overcome barriers of traditional methods. 'Being there' for us means taking part in the persons' life in order to participate and learn what we need to know. The presentation outlines both the fundamentals and the impact of Ethnographic Research on the client side to fuel strategic marketing decisions.