April 2-3, 2019
Ethnographic research is the study of human behavior in the context of socio-cultural systems and everyday practices. In a business context, it has proven its worth as a uniquely rich methodology for deeply understanding consumer and shopper behavior in context, to answer a wide range of research questions, for example:
Mobile ethnography is a fairly recent innovation that addresses some of the limitations of in-person ethnographies. Mobile helps the ethnographic researcher observe and engage with participants longitudinally and asynchronously, capturing events as they occur. However, it has some serious limitations as a stand-alone methodology and unfortunately there is still a degree of confusion and over-claim around its appropriate use.
This presentation will explore a fascinating multi-method study of parenting culture and practices in three EU countries, India and China, offering conclusions and explaining how both in-person and mobile ethnography were used to explore culture, behavior, product usage, unmet needs and decision journey. It will recommend when and how to conduct mobile ethnography as a stand-alone method or as part of a multi-method study and cover executional dos and don’ts.
With the 2020 presidential race coming into focus, we invite attendees to a behind-the-scenes look at the world of politics. Joel Benenson, lead pollster for President Obama and chief strategist [...]
Wednesday | 4:00-4:30 | Room 2
Everyone in qualitative research knows that it’s a challenge to find and schedule suitable participants and that the ultimate quality of research efforts depends on doing so. We even have [...]
Wednesday | 1:30-2:00 | Room 3
Market research often takes a hedonic approach to understanding and predicting consumer behavior: The more people like something, the more likely they are to purchase it. Research methods that follow [...]
Tuesday | 1:30-2:00 | Room 2