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Ethnographic Research
A qualitative research method that studies consumers in their natural environments to gain deep insights into their behaviors and motivations.
Implications
A research method used to study people and cultures through direct observation, participation, and interviews, often used in anthropology, sociology, and market research to understand social behaviors and cultural contexts.
Example
Example: A food company conducts ethnographic research in rural India to understand local eating habits, leading to the development of new products tailored to regional tastes and preferences.
Related Terms
Different from survey-based research, which relies on self-reported data, ethnographic research involves direct, in-depth observation of behaviors and interactions in their natural context.
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