Ethnographic research has become hugely popular among researchers and marketers who seek to understand consumer behavior. But ethnography has inherent limitations. It is not possible with large samples, it is difficult or impossible to quantify, it involves high level of participant burden, it generates little information about brief or uncommon experiences and it does not representatively sample the everyday life context.
In this webcast, Erich will discuss the limitations of ethnographic research and the typical survey research and propose an alternative methodology, the Episode Reconstruction Method.
Attend this webcast and learn how to:
-Avoid the significant limitations of ethnographic research and survey research in understanding consumers
-Better understand what really matters to customers and helping marketers to see the biggest opportunities for growth in plain sight
-Spark innovation through new and innovative research
***Enter promo code is VIVARF to register for FREE ($99 savings)
