Ethnography is rooted in cultural anthropology, which focuses on the development of human culture and the influence individuals and their culture have on each other.
In her article for the Greenbook blog, “Ethnographic Methods Enrich Market Research,” our President Kai Fuentes shares how “Human beings have a fundamental need to be listened to respectfully and have their perspectives understood.”
She continues by saying that “findings from ethnographic research add crucial details to the portrait of marketing targets, and they enrich and inform the design of approaches customized to marketing segments.”
How can the use of ethnographic methodologies prevent branding disasters? Read the full article, here: https://www.greenbook.org/mr/market-research-methodology/ethnographic-methods-enrich-market-research