Ethnography: Definition and Marketing Use Cases
Автор: hi, tech.
Загружено: 2022-02-28
Просмотров: 1111
Описание:
What is ethnography? And how can it be used for marketing?
Ethnography explores human behavior from the point of view of the subject.
It seeks to understand not just what people do, but why they do it.
In marketing, ethnography allows companies to understand the relationship between consumers, products, and brands within their own cultural setting. It requires immersion into the ways consumers interact with products and services.
This is important because there are gaps between what consumers say and what they actually do. In fact, ethnographers like to identify these inconsistencies, because they tell us about true motivations.
00:23 What is ethnography? A definition
01:14 Is ethnography the same as market research?
02:08 How to use ethnography in marketing
03:03 An example of ethnography in marketing
04:21 Ethnography in the digital age (Mobile ethnography)
04:44 In summary: A quick definition of ethnography
#marketing #ethnography #howto
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