The invisible ethnographer

Date of publication: September 21, 2005

Author: Nick Leon

Abstract:

Explorations into consumer's ordinary everyday life experiences are now the uncharted frontier for market researchers. This presentation focuses on the view from the ground: the challenges video ethnographers face blending into surroundings to witness true behaviour and identify opportunities in the marketplace. The presenters examine the range of tools and techniques available to the researcher while they co-habit the places they are dispatched to week after week. The central theme investigates 'invisibility': what it means, and how ethnographers can become 'invisible' in the field.

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