Ethnography is a method of qualitative marketing

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research in which researchers spend a lot of time with respondents and immerse themselves in their lives to observe their daily life and understand what they say, what they do and how. The researcher relies not on the words of their interlocutors, but primarily on their own vision of their daily life, behavior, and life values.

Accordingly, the most obvious ethnographic technique is a home visit. The researcher — usually together with an assistant cameraman or photographer, and often with the client himself — comes to the home of previously recruited representatives of the target audience of interest to the client and carefully studies either everyday life in general or the consumption of a specific product. For example, in our practice, foreign FMCG manufacturers were very curious to see how Kazakhstanis use certain everyday products.

During such a visit, an in-depth interview with respondents is estonia cell phone number list often conducted. Moreover, such an interview often has the character of a free, unstructured conversation: the researcher already understands on the spot what issues need to be addressed to solve the task. In such conditions, the professionalism of the observation moderator is very important.

Another possible method is to spend the whole day with the consumer (with his consent, of course), literally following him everywhere. Or, for example, the respondent specially arranges a tour of the places that are familiar to his way of life. Covert observation is also practiced - the researcher, having taken a certain position, for example, in a store, simply records the reactions and actions of buyers. At the same time, he can periodically come out of the "shelter" and conduct a blitz interview right there on the spot. Then it becomes open observation.

However, ethnography does not always imply direct contact with the respondent. A common technique is to analyze photographs - either taken from genuine family albums or specially taken with a camera provided by the researchers. In the latter case, a person may be asked to either capture something specific (their room, the contents of the refrigerator, etc.) or simply click off the entire film at their own discretion. Here, the very choice of themes for the photographs already provides food for thought.