An Ethnographic Approach Could Lead to More Valuable Insight for Your Business

Ethnography researches what customers actually do as apposed to what they say they do.  Therefore, Ethnographic research attacks the research issue in a much different way than traditional social science research. 

InfoTek uses its knowledge of the technology "context" (the situation / environment technology is used or purchased) to design, collect data for and analyze Ethnographic research in the United States and abroad.

We all are aware that technology use and purchase decision making is becoming increasingly complex, and it is even more difficult for customers to explain how they act or what drives their behavior in the short span of traditional quantitative or qualitative research. 

Because of this, InfoTek employs an ethnographic approach to better understand your current or future technology customer's situation.  In many cases, an Ethnographic approach is preferred to traditional survey research because ethnography emphasizes discovery; it does not assume answers. 

To speak to someone about assisting your company with ethnographic research, please call 888.TEK.RESEARCH (888.835.7373)

What is the difference between Ethnography and Other Social Science Research?

  • Ethnography assumes that we must FIRST discover what customers actually do and the reasons they give for doing it before we can assign to their actions interpretations drawn from our own personal experience or from our professional disciplines.
     
  • Ethnographic researchers cannot control what happens in their field situation of choice – the observing researcher is an “invited guest” and the major tool in the data collection process
     
  • Ethnography is often mistaken for qualitative research. Qualitative research is a term used to describe any research that uses the wide variety of qualitative data collection techniques available. Ethnography includes both qualitative and quantitative techniques.

When Should Ethnographic Research be Used?

What are the Seven Traits of Ethnographic Research?

   
 
 
 
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