Looking for qualitative research professionals who specialize in ethnography research?
The Qualitative Research Consultants Association (QRCA) has 413 QRCA members in this field, and we can put you in touch with them!
Ethnography research aims to uncover and understand feelings, thoughts and opinions of a particular ethnic group. Ethnography is the systematic study of people and cultures. It is designed to explore cultural phenomena where the researcher observes society from the point of view of the subject of the study. Ethnography is used to represent the culture of a group
This type of qualitative research can help you if you’re considering a re-branding of your company, if you’re launching a new service or product, or entering new markets. It can help you develop a better roadmap if you’re changing your marketing or advertising campaign.
Benefits of ethnography
- By carrying out research in the everyday life environments of participants, ethnography research helps to identify discrepancies between what people say they do and what they actually do. Ethnography immerses the project team in participants’ lives and enables a relationship to develop with research participants over the period of study.
- Ethnography provides a rich source of visual data and helps to reveal unarticulated needs.
- Ethnography captures behavior in the different contexts of everyday life.
- Ethnography places a human face on data through real-life stories that teams can relate to and remember.
- Ethnography provides understanding behind statistics.
- Ethnography allows emotional behavior to be captured.
Features of ethnographic research
- Involves investigation of very few cases, maybe just one case, in detail.
- Often involves working with primarily unconstructed data. This data had not been coded at the point of data collection in terms of a closed set of analytic categories.
- Emphasizes on exploring social phenomena rather than testing hypotheses.
- Data analysis involves interpretation of the functions and meanings of human actions. The product of this is mainly verbal explanations, where statistical analysis and quantification play a subordinate role.
- Methodological discussions focus more on questions about how to report findings in the field than on methods of data collection and interpretation.
- Ethnography research focuses on describing the culture of a group in very detailed and complex manner. The ethnography can be of the entire group or a subpart of it.
- Ethnography research involves engaging in extensive fieldwork where data collection is mainly by interviews, symbols, artifacts, observations, and many other sources of data.
- The researcher in ethnography research looks for patterns of the groups mental activities, that is their ideas and beliefs expressed through language or other activities, and how they behave in their groups as expressed through their actions that the researcher observed.
Find an ethnography research expert now
Research experts with years of experience in ethnography research can be found in the QRCA membership database.
The QRCA can be put you in touch with other specialized research experts also:
- Quantitative surveys
- Focus groups: in person or online
- Social media research
- Online methodologies
- On-site or field interviewing
- Telephone interviewing
- Project direction
- Report writing
- Executive / professionals interviewing
- Training & education
- Usability research
Take the first step toward uncovering critical insights by contacting a QRCA research professional specializing in ethnography research.