Adapting ethnographic research methods to ad hoc commercial market research

Purpose ? The purpose of this paper is to delve into the nature of ethnography to evaluate its potential as an applied qualitative research method in commercial ad hoc market research. A re-interpretation of ethnography adapted for the commercial market research environment is proposed and a conceptual framework for its implementation offered. Design/methodology/approach ? This will include examination of the different ethnographic approaches employed across social and market research fields. Findings ? An examination of several case studies reveals how ethnography can produce both tactical and strategic insights into aspects of consumer usage, behaviour, experience and culture. Originality/value ? The paper discusses how ethnographic research can potentially connect marketers, businesses and whole corporations with their consumers, in ways that other forms of market research cannot.