Qualitative market research has many avenues to collect data from respondents. One way to get unfiltered responses in “real time” is to conduct an interview in a home, business or social setting. Ethnographic research goes where the respondent is; thus combining market research questions with tools from anthropology and sociology to allow researchers to gather data “in the moment” in which an action or activity is taking place.
This experiential RIVA course, part of the foundation series at the RIVA Training Institute, provides information on the Art & Science of Ethnography and allows opportunities to practice skills, not only in class but also in the real-life settings of consumers. It is an intensive 4-day class with a trainer and coach.
There are no prerequisites for this course.
After taking this course, graduates will be able to:
• Define the various types of ethnography research models
• Employ the steps for effective ethnographic interviews
• Summarize the four stages of ethnographic interviews
• Explain the importance of the interview protocol, including the number of research team participants, roles of research team, logistics planning, ethical guidelines to follow, and tools, tips, and techniques for setting up the project.
How Students are Assessed:
Students are expected to attend and participate in all modules, including lectures, practice sessions with fellow students, practice sessions with recruited respondents, and open forums. Trainers use in-depth feedback forms to provide students with individualized, targeted written and oral feedback throughout the class. On day four of class, students will have the opportunity to implement all feedback in an ethnography interview with recruited respondents.