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Ethnographic Research


Ethnographic Research or simply ethnographies follow a ‘day in the life of…’ format. The intent is to provide a detailed, in-depth description of everyday life and practice or ‘the insider’s point of view.’ This could take the form of a shop-along, where a researcher accompanies a respondent to a store, to observe their reactions to various stimuli and products. ‘In-home interviews’ are another popular form of ethnographies, where a researcher would visit a respondent at home and observe how they use a certain product in their natural everyday environment.