ABSTRACT
This chapter explores how consumer ethnographers gain depth in research through immersion into consumers’ lives and activities.
Context
Understanding consumer behaviour is vitally important for modern marketing; for example, to inform marketing strategy, brand development, promotion and advertising. Predicting how consumers might behave is extremely difficult and complex; the consumer ethnographer seeks to gain insights by studying actual behaviour at the point where it occurs. Traditional research methods such as surveys and focus groups simply do not go deep enough to understand consumer minds and behaviours. As a consequence organisations may miss vital signals which may have serious consequences for their future.
Learning outcomes
