Ethnographic Research: Adding that extra dimension into consumer studiesM. Everitt
Sensory Dimensions Ltd, UK
 margaret sensorydimensions.com
The need to gain a deeper understanding of the more fundamental factors behind consumers’ attitudes, beliefs and behaviours as part of the research process, is increasingly recognised within product development teams. Several of the less traditional consumer research techniques especially those under the Qualitative label, are being more frequently adopted to complement standard methods. Ethnographic Research is one of the areas that is growing in its application in Sensory Consumer studies. It provides a valuable set of techniques to enable the researcher to gain insight into the consumers’ world at a more profound level. Through Ethnography the emotive function of a product’s and / or pack’s characteristics can be better understood along with the any genuine issues or problems attached to its use.
This workshop is designed to help delegates fully appreciate how to plan and administer the various methods that Ethnography can offer, for example, field observation (open and disguised), behaviour trace studies and interactive observation, in addition to being able to discuss the specific uses and benefits with experts in the field.
It is planned to address the topic from both the practitioner’s and the client’s perspective with speakers to cover both angles. Delegates will then benefit from an increased understanding of the practical aspects associated with conducting this type of research along with the benefits to be gained from using it along with their more regular consumer research methods.
Key words: ethnographic, observation, consumer research, qualitative | 
