"Businesses, too, have found ethnographers helpful for understanding how people use products and services, as indicated in the increasing use of ethnographic methods to understand consumers and consumption, or for new product development (such as video ethnography). Ethnographers' systematic and holistic approach to real-life experience is valued by product developers, who use the method to understand unstated desires or cultural practices that surround products. Where focus groups fail to inform marketers about what people really do, ethnography links what people say to what they actually do avoiding the pitfalls that come from relying only on self-reported, focus-group data."
Last Update: December 20, 2019
Image Courtesy of Sweet Trade [Photography] on Flickr