What do we need to know?

Ethnography is a powerful research tool that has survived the last 100 years and is unlikely to disappear. Indeed, it has emerged revitalised from the academic debates of the last 20 years and has an enhanced credibility, legitimacy and integrity as a result.

Ethnography in the commercial world can, we know, help us gain insights and inspirations that are not accessible from interview-based research. Recent advances within academic thinking, meanwhile, show how we can continue to develop this approach, in terms of how we relate to participants, how we analyse and interpret the data, and how we present it to our clients.

These debates do concern us. Their relevance extends beyond ivory tower academics and literary theorists. If as commercial researchers we want to make claims about the truthfulness and integrity of our work, in the face of competition from all around, we need answers to these questions, too.
 

1 2 3 4 5 6 7 8 NEXT >>