Ethnography is the systematic study of a cultural group or phenomenon, based upon extensive fieldwork. It focuses on cultural interpretation, for the purposes of a description or extension of social theory. For global corporations, ethnography is frequently the research method that helps them understand consumers in their local and social settings.
The ethnographer is the main data collection instrument. It takes an experienced researcher to collect relevant data and assess the validity of the findings. At Inquiry, ethnography provides complex, personal, and thoughtful insights.
 |
