QUALITY RESEARCH – Ethnography
Definition, process and results
Ethnographic research involves observing the behavior of a selected group of people in their natural environment: their place of residence, work, study, leisure, recreation, etc. The implementers of the study can be limited to passive observation, as well as actively participate in the daily activities of the surveyed people, even for several days.
We immerse ourselves in the world of consumers, thus better understanding them, getting to the heart of what matters most to consumers, through our own observations.
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