Ethnography

Ethnographic research is based on the premise that studying what people actually do, rather than what they say they do, can produce invaluable insights. This technique requires an experienced interviewer. The researcher observes people's actions and interactions in select settings where products or services are purchased or used. Then, an in-depth interview is conducted to probe reasons for behaviors, activities, and interactions observed by the interviewer.

More on Ethnographic Research with Shugoll: