Ethnographic Research

Ethnographic research is a method used in primary market research where researchers observe and interact with people in their natural settings to understand their behaviors, cultures, and needs. Instead of just surveying or interviewing, researchers immerse themselves in the environment, gathering insights on how individuals use products or services in real life. This approach provides a deeper understanding of consumer experiences, preferences, and motivations, ultimately helping businesses make informed decisions about their offerings. It is valuable for capturing the complexities of human behavior beyond what people might say in formal settings.