design – SayWhat Consumer Research

December 28 2017

Ethnography is Up!

Deb M. Consumer Research, Focus Groups brand, concept testing, design, ethnographic, ethnography, market research, marketing communications, methodology, misuse of focus groups, popularity, product, qualitative research, service, trends

This movie, “Kitchen Stories” is based on a true story about a large-scale ethnography conducted in the 1940’s in Sweden. It illustrates with adorable humor what happens when ethnography is used in the wrong way, even if for the right reason. And it’s about humans. You can rent it on Amazon for less than the […]