Ethnography: Observation
Consumers’ relationships with their environments are multi-dimensional, and often individual consumers are not fully self-reflective or conscious of unspoken forces that shape their behavior. Diligent in-context observation allows ethnographers to delve beneath cognitively apparent motivations and behaviors to identify more veiled psychographic and attitudinal aspects that may affect behavior. Observation and the collection of in-context photographs and artifacts provide a means of capturing the environment and uncovering patterns and themes that might not otherwise be understood or accurately conveyed.
For more information on W5’s other ethnographic approaches, please see Intercept Interviewing and Online Ethnography.
