19 Aug 2016

Webinar Recording | The What, When, Why & How of Unobtrusive Observation

Ethnographic market research aims to understand the consumer in her natural environment. Typical ethnographic research requires a skilled interviewer to conduct the research onsite or in the respondent’s home, but a growing trend in market research is to employ a technique known as Unobtrusive Observation, in which the ethnography takes place without the interviewer present. This method allows respondents to act naturally, uncovering deep insights into the motivational drivers of those behaviors.

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Tagged: Market Research, observational ethnography

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