Tag Archives: market research

Ethnography is Up!

28 December

Ethnographic studies have gained popularity over the past few years in the market research industry. Why? Probably because people became disenchanted with the misuse of the focus group. And because market research has its trends. I don’t dispute that the focus group has seen its share of misuse. But I’m noticing that ethnography is often […]

Gender: Do we really need to ask?

04 June

I’m a qualitative researcher, and I regularly write screening questionnaires. The basic demographic questions we have asked for decades are: age, gender, marital status, education, employment and sometimes ethnicity. We do this for two reasons: 1) to ensure we include a mix of people, and 2) to exclude people who have no experience or interest […]