What we know about ethnography and observation

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Ethnography and observation has become a popular qualitative research approach, as brands have focussed on measuring implicit consumer behaviours, and understanding the context of decision making. Traditional methodologies such as researcher observations are now being supplemented by self- reporting via mobile phones, with video or photo uploads and diaries capturing decision making or consumption in the moment. New forms of digital ethnography

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands