Online Ethnography

Online ethnography is a research method used to understand people’s behaviors, preferences, and interactions in digital spaces. In the context of online market research, it involves observing and analyzing how consumers engage with brands, products, and each other on social media, forums, and websites. Researchers gather insights by examining conversations, comments, and user-generated content to uncover trends and motivations. This approach helps businesses grasp the cultural and social dynamics influencing consumer decisions, ultimately informing marketing strategies and product development to better meet customer needs.