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SIVO's purpose is to "help businesses understand people." While there are many market research techniques for getting to know your consumers, ETHNOGRAPHIC RESEARCH is one of the best ways to understand the intricacies of what consumers think and do, by "walking" side by side with them in a real-world context. Ethnographic research involves observing and interacting with consumers in their everyday environments, such as homes, workplaces, communities, etc. to uncover unfiltered insights into their behaviors, motivations, and decision-making processes. Check out the latest SIVO, Inc. blog, The Power of Ethnographic Research, to get 10 TIPS on conducting ethnographies from skilled research experts! Email [email protected] so our SIVO team can guide you through your own consumer ethnographic exploration! #ethnography #marketresearch #consumerinsights #buildingrelationships

Curious about ethnography within market research? Our experts provide an overview of what it is and the pros and cons of using it for your business. https://hubs.ly/Q02K_lx40

#MarketResearch #Qualitative #Qantitative #Ethnography #ResearchandMetric  Ethnographic research immerses researchers into the natural environments of study participants, providing an authentic understanding of their behaviors, beliefs, and social dynamics. By observing and interacting within real-life contexts, this methodology unveils nuanced insights that traditional surveys or interviews may overlook. Ethnography is invaluable for businesses seeking to uncover unmet needs, understand cultural nuances, and design products and services that resonate deeply with their target audience.

Ethnography is a fascinating way researchers explore the world around us. Imagine stepping into someone else's shoes to understand how they live, think, and interact. That's what ethnography is all about—immersing ourselves in different cultures and communities to uncover unique insights. Instead of just asking questions, ethnographers spend time observing daily life, joining conversations, and being part of everyday routines. It's like being a detective, but the goal isn't to solve crimes—it's to uncover stories and understand what makes people tick. Ethnography isn't just for scientists or academics—it's super relevant for businesses too! By studying people's behaviors and preferences, companies can create products and services that truly meet their needs. It's all about empathy and understanding. So, have you ever wondered how your favorite apps or gadgets were designed? Ethnography might have played a part! Let's explore this fascinating world together. If you have any questions or experiences with ethnography, share them in the comments below. Let's dive into the world of human stories! #marketresearch #market #research #marketdata #marketgrowth #marketanalysis #dataanalysis #survey #onlinesurvey #onlineresearch #ethnography #quantitativeresearch #qualitativeresearch #report #business #consumer #panel #gcc #uae

Difference between Ethnography and Grounded theory in Research - Ethnography is a research approach that aims to study and understand cultures and social groups by observing their daily lives and interactions. In this method, researchers immerse themselves for an extended period in the culture or social setting they are studying. - They observe behaviours, interview participants, and collect artefacts or documents to gain a deep understanding of the culture or social group. Data analysis in ethnography involves interpreting observations and interviews to identify patterns, themes, and cultural norms. Researchers aim to describe the culture or social group accurately. - The outcome of ethnography is a rich, descriptive account of the culture or social group studied. - This approach provides insights into their beliefs, practices, and social structures, making it a valuable tool for understanding different cultures and social groups. Grounded theory is a research methodology that focuses on developing theories or explanations based on systematic data analysis rather than starting with preconceived hypotheses. - Researchers use interviews, observations, or documents to collect data and ask open-ended questions to allow participants to share their experiences and perspectives. - In grounded theory analysis, researchers code and categorize data to identify concepts and relationships, continuously comparing data to refine emerging theories. - The outcome of grounded theory is developing a theoretical framework or model that explains the phenomena observed in the data. This model provides new insights and understandings that can be tested and refined through further research.

if you are now at EES 2024 Conference do think about joining our 1.30 pm session on Breakout Room 8. Using The Ethnographic Explorer To Explore And Compare Perceptions, Expectations And Assessments. Rick Davies Ethnography is the study of how people see their world. Having some capacity to do so is arguably an essential skill for any evaluator. Regardless of the kinds of societies and sub-cultures they are working in. The capacity to listen and to ask open ended and non-directive questions is a necessary part of any ethnographic inquiry. One means of doing so, long used by anthropologists, and more recently by web site designers, is known as card sorting or pile sorting. The Ethnographic Explorer is a free-to-use online application that enables evaluators, researchers and others to make three complementary forms of inquiry, in stages known as Sorting, Comparing and Contrasting. Sorting involves eliciting from individuals, or groups, their views of what constitutes the “most significant differences' ' between a set of identified cases, or instances of events or entities. This uses a method known as Hierarchical Card Sorting, a sibling of the “Most Significant Change” technique, which was also developed by the presenter. Comparing involves the use of that structured knowledge as a framework to ask respondents a wide range of open-ended binary comparisons questions about qualitative (text) and quantitative (more/less) differences between the sorted entities. The latter generates an overall ranking of the sorted entities, based on context sensitive criteria. Contrasting involves scatter plot visualisation of the relationship between different Comparison responses, or responses to the same Comparison by different respondents, alongside access to detailed case specific information. The analyses that are generated have multiple uses, including stakeholder analyses, programme design, implementation, and evaluation. In addition, the results can also be compared to those configurational analyses, as done using other methods such as QCA and simple machine learning methods using Decision Tree algorithms. The presentation will begin with a walk-through of the functions of the app, as seen by both inquiry facilitators and their participants. Examples will be given of uses from work with communities in Iraq and in the United Kingdom. Participants will have an opportunity to use the application online, both during the session, and thereafter. The rationale behind the design of the web app is twofold. Firstly, to make the method widely available, at minimal cost, within a short space of time. Secondly to enable lessons to be learned from multiple uses of the app, to inform its further refinement. Doing so will not preclude face to face uses .... Session Details: 037_Qualitative approaches: Qualitative and case based approaches Time: 26/Sept/2024: 1:30pm-3:00pm · Location: Breakout 8

Ethnography is a powerful tool for uncovering deep insights by allowing us to see beyond the surface and understand the cultural context in which behaviours occur 🧍♀️🧍♂️ Verve’s Cultural Cohort recently explored the power of place-based ethnography. Our key learnings in undertaking this approach were: 1. Using All Five Senses – to connect with deeper evaluation of spaces. 2. Awareness of Personal Biases – remaining conscious of our individual perspectives. 3. Anthropological Theory in Action – applying theory to familiar environments can transform our understanding of spaces. For brands, the takeaway is clear: embrace multi-sensory engagement, reflect on personal biases, and apply anthropological theories to decode complex consumer behaviour 👨💻 By doing so, you'll uncover deeper cultural insights that can drive transformative change. How do you think your brand or organisation could benefit from incorporating ethnographic research? 🕵️♂️ Have you ever had an experience where looking beyond the obvious revealed something unexpected? Share your thoughts and join the conversation! ⬇ https://lnkd.in/gkm9ddmz

Research Series - Ethnography. 🕵♀️ This is the start of a new series of Market Research tips tailored to SMEs. If you are looking for ways to gain insight on your business I will be posting a new research method each week and giving you some of the benefits and drawbacks. They may seem obvious, simple even but in reality we all get busy. Ethnographic research is a great way to start checking back in and finding ways to solve issues! #MarketResearch #Ethnography #BusinessInsights #marketingaudit #marketingstrategy #MarketingTips #MarketingTools #MarketingBestPractices #MarketingPerformance #Marketing #Businessstrategy #SMEs #Businessowners #Founders #MarketingConsulting

Simple practice of ethnographic research from Shibuya crossing 1. Observation 2. Interviewing People 3. Interpretation of collected datas 4. Making an unique and meaningful Narrative 5. Apply this practice to extract Thick data from Big Data # 1. Observation Who crosses together? Where are people headed? Are people crossing in unsafe areas (not at crosswalks)? At what times of day does this occur? Do people cross the street in this way(jaywalking) most of the time here? At what speed do people cross? How are other crossings in downtown Tokyo? # 2. Interviewing People Do you mind or not doing jaywalk in this crossing? If you did not, why didn't you use the crosswalk? Were you initially surprised or stressed by the experience? What make you inconvenient to use this crossing if you have any? Why did you come to Shibuya? Were you aware that the image of the crossing you just passed is used worldwide as a representative image of a complex urban environment? # 3. Interpretation of collected datas focusing on following Are their overlapping interview responses ? (Extracting patterns) Some symbolic or representative sentences may appear, keep them well Pay attention to both explicit and implicit statements made by participants Remember, What people say, what people do and what people say they do are (completely) different things Note that individual responses alone may not provide a complete picture or be difficult to connect to a meaningful insight. However, we do record them separately in case they inspire future colleagues. Did the field research reveal anything completely unexpected? If so, what is it? What parts of the data collected here can be linked to socio-cultural context of Tokyo and Japan? # 4. Making a unique narrative of Shibuya's landscape By combining observations, interviews and expertise of interpreting collected "ingredients" we can create a narrative that tells the story of this unique and extraordinary landscape. # 5. Apply this practice to extract Thick data from Big Data The tech sector generates massive amounts of data about user behavior : website clickstream data, app usage data, social media interactions, and customer support logs. However this massive dataset (big data) lacks context. While Big data tells what people do focusing on quantitative aspects of user/customer's interactions, Thick data complements this by offering a more nuanced and contextual understanding of why people behave the way they do. #digitalbehavior #ethnography #thickdata #shibuyacrossing #anthropology #insight #qualitativeresearch #narrative

#OnlineEthnography best practices: 🔑 Identify key questions but remain flexible 🧰 Choose the right tools 📽️ Make self-reporting easy 🔒 Maintain confidentiality ⚖️ Analyze the findings Learn more in our blog Online Ethnography Challenges and Best Practices: https://hubs.la/Q02nyV8n0 #qualresearch #MRX #discussio #qualitativeresearch #ethnography