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Ethnography - Observational Research

IN north-carolina

Market research providers of ethnographic research / observational research. Select a company that uses this qualitative methodology, where the researcher observes consumer actions and behaviors associated with everyday life. This method is designed to provide information about how specific products or specific services are used or purchased.

2 results are displayed in randomized alpha order, starting with "W", after featured listings.


W5 conducts full-service marketing research and research strategy services for Fortune 500s and leading advertising agencies.

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Related Articles

W5 on Ethnography


Consumer ethnography interprets daily life rituals such as cooking, communicating, working, and shopping to uncover the motivations and meanings of those behaviors. Ethnographic research delves beneath self-reported attitudes, behaviors, and motivations to understand environmental, social, cultural, and psychological influences on consumers. Ultimately, ethnography creates an interpretive framework for understanding the consumer by determining what internal (emotional, rational) and external (social, cultural, environmental) influences affect perception and motivate behavior. Once uncovered, these insights can be translated into actionable recommendations for marketing, messaging strategy, and product design.

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W5 Thought Piece - Video Ethnography


Traditional market research reporting can be one-dimensional, limited to presenting study findings as text, numbers, graphs, and charts, often failing to communicate the heart of consumer experience. Video Ethnography is an additional, powerful tool that makes “flat” messages more multi-dimensional and brings research subjects to life. Video Ethnography is akin to documentary storytelling as it enhances observational understanding with its nuances of tone, gaze, and energetic investment. It’s more than audio, visual imaging, or words?video is all of these, presented simultaneously in a visual narrative.

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What is digital ethnography? What is digital ethnography?

Angelfish Fieldwork

Being able to observe people in their natural environments gives a much truer picture than simply asking them to fill out an questionnaire.

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