On the Road with Ethnography

Ethnography and RSG

Traditional ethnography requires a researcher to become immersed in a field-site for hours, days, weeks or even months to uncover anthropological insights through detailed observation, participation and interviewing techniques. Although business realities might limit the scope of “true” ethnography in applied research, at RESEARCH STRATEGY GROUP we have adopted ethnography as a way of thinking about the consumer. We go above and beyond interview methods to extend the approach to the analysis and interpretation of what we uncover and learn during the full research experience.

So, as we get to spend much time on the road on our way to meet people in cities and towns across North America, we make sure to stop by and try local favourites, like this breaded schnitzel on a bun in Kitchener! After all, food is one of the best ways to learn about a culture (plus who could ever turn down a schnitzel?). For more information, contact Anoushka Gupta at anoushkagupta@rsginc.net or Marina Rain at marinarain@rsginc.net

On the Road with Ethnography