Market-oriented Ethnography

To fully understand how customers of other cultures assess and use services, it is necessary and effective to use approaches, such as market-oriented ethnography. This set of approaches allows researchers to observe consumption behavior in natural settings. The goal is to enter the consumer’s world as much as possible—observing how and when a service is used in an actual home environment or consumption environment, such as watching consumers eat in restaurants or attend concerts. Among the techniques used are observation, interviews, documents, and examination of material possessions, such as artifacts. Observation involves entering the experience as a participant observer and watching what occurs rather than asking questions about it. One-on-one interviews, particularly with key informants in the culture rather than consumers themselves, can provide compelling insights about culture-based behavior. Studying existing documents and cultural artifacts can also provide valuable insights, especially about lifestyles and usage patterns.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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