Question 1

How affordable is ethnography now, and which choices move the budget most?

Accepted Answer

Ethnographic research is far more affordable now than it used to be, thanks to digital tools and careful study design, but certain choices — like doing in-person fieldwork versus remote observation — still swing the budget in a big way. For example, using mobile ethnography apps or video calls to observe people in their homes can capture the same insights without the cost of flying researchers on-site, saving huge travel and logistics expenses. Likewise, limiting the scope of the study — fewer participants or shorter observation periods — can extract the key learnings without the price tag of an open-ended project. The biggest cost drivers tend to be how many people you include, how many locations you cover, and how intensive the data collection is. Each additional participant or city adds up, and methods like hiring a full camera crew and producing high-end videos will cost more than having participants self-record with their smartphones. By leveraging remote technology, right-sizing your sample, and focusing on the most critical behaviors to observe, companies are finding that ethnography can fit into modest budgets, reserving higher spend only for truly pivotal deep dives.

Question 2

How do we choose between universal stimuli versus local adaptations?

Accepted Answer

Choosing between using universal stimuli or local adaptations comes down to balancing consistency versus cultural relevance. If you need consistent, comparable feedback across markets (for example, testing a global concept where uniformity is key), a universal stimulus is beneficial so that every audience reacts to the same content. However, when cultural nuance could impact understanding or engagement, local adaptations are often the smarter choice_x000D_. For instance, an ad concept might use humor or references that fall flat in another country; adapting that stimulus to local tastes will yield more genuine insights from that audience. A good practice is to ask: will local consumers interpret the universal stimulus as intended? If not, localize it. Often researchers use a hybrid approach: start with a core concept but tweak language, imagery, or examples per market to ensure feedback in each locale is based on something culturally resonant.

Question 3

How can AI reliably summarize field notes and video without missing context?

Accepted Answer

The key to having AI reliably summarize field notes and video is to give it enough context and oversight so that important nuances aren't lost. For example, using an AI model fine-tuned on your research domain — or at least providing it with project background and key terms — helps the system understand what details matter in the notes or footage. It's also wise to structure the input: transcribe the video and segment it by topic or speaker, then use summarization tools that can preserve key quotes or label major themes. Crucially, have a human researcher review the AI-generated summary to ensure no subtle context or meaning was misinterpreted; the AI can handle the heavy lifting of condensing hours of material, but human oversight keeps it accurate and credible.

Question 4

How can recruitment adapt to declining willingness to participate in research?

Accepted Answer

Recruiters are adapting to people's declining willingness to participate in research by making the experience more appealing, convenient, and trustworthy for potential respondents. They're using multiple tactics: offering better incentives, shortening surveys or interviews, and even gamifying tasks to keep participants engaged. For example, instead of a 30-minute generic questionnaire, a research team might use a series of quick mobile micro-surveys or an interactive app that feels less burdensome to complete. Recruitment channels have also shifted — researchers now reach out via social media, online communities, and panel platforms where people are already active, rather than just blasting out cold emails. Equally important, teams emphasize transparency and respect: clearly communicating the study's purpose and safeguarding privacy to build trust with potential participants. By meeting respondents on their terms and showing tangible value for their time, recruitment strategies can counteract declining participation and keep research projects staffed with willing contributors.

Question 5

What cultural differences shape how DEI is measured globally?

Accepted Answer

Global DEI measurement is shaped by cultural context — what diversity means and what data you can collect differ widely by region, affecting your approach. In some countries, asking about race, ethnicity, or other personal attributes in surveys is culturally sensitive or even illegal, so companies must use proxies or focus on factors like nationality, skills, or tenure instead. Similarly, the openness of employees to discuss topics such as disability or sexual orientation varies: a high score on inclusion in one culture might revolve around gender balance, whereas in another it might be about harmony and equal opportunity without singling out groups. Because of these differences, a DEI metric that works in the US (like detailed representation percentages) might need tweaking elsewhere — often global organizations design flexible frameworks that set broad DEI goals but allow local input on how to measure progress in a culturally appropriate way.

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