Traditional VS Ethnographic - How should you approach? - Qualitative Consumer Research
You'll hear qualitative researchers talking about traditional vs non-traditional approaches in fieldwork. What does that mean?
Non traditional often is a way that consumer researchers refer to Ethnography. In the commercial space, ethnography rarely actually means a complete ethnographic immersion (like anthropology or sociology). All too often it refers to work done outside of a facility. Home visits and similar approaches.
There's also a whole range of mobile ethnography in use.
We work in both traditional and non-traditional approaches. Not all are right for all topics.
Happy to answer any specific questions around challenges you may have.
http://www.thepalmerstongroup.com
#ethnography #qualitative #nontraditional