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Want to know what Ethnography is, when best to use it, how much projects typically cost and how long they take, and how to overcome some of the inherent challenges?

Guest  Siamack Salari, CEO and Founder, EverydayLives
Guest host  John Griffiths, Planning Above and Beyond

PODCAST
Ethnography is increasingly being used to fill the void of consumer understanding left by traditional research techniques. But what exactly is it, how does it work, and how does it stack up against existing tools?

In this podcast, John Griffiths (Planning Above and Beyond), a qualitative practitioner with experience of ethnography gets the low down from dedicated ethnographer Siamack Salari, founder and head of EverydayLives.

Timecode [27m18s]
00m00s What is Ethnography?
02m27s Ethnography vs. traditional research.
03m00s ‘Survey instruments’ used.
03m59s The different types of Ethnographic study.
06m02s Making Ethnography work in low usage categories.
08m03s How to encourage respondent participation.
09m10s Getting permission to film in public/private places.
11m00s The sensitivities involved in filming children.
12m02s Understanding consumer behaviour through co-creation sessions.
13m16s Is Ethnography more holistic than focus groups?
14m10s Helping clients decide if Ethnography if appropriate.
16m04s Measuring the quality of output.
16m39s Managing the risk of not discovering much.
18m00s Making the output actionable (examples given).
21m42s Indicative costs.
22m48s Indicative timescales.
23m17s Ethnography vs. qualitative video research.
24m44s Why is an Ethnographer needed in this age of self publishing (e.g. blogging, podcasting).
26m10s Criteria to use when deciding whether or not to use Ethnography.

USEFUL LINKS
John Griffiths: Planning Above and Beyond, Account Planning.net
Siamack Salari: EverydayLives

Music courtesy of Theatrimus and The Blue Mile from the Podsafe Music Network.

Thanks again to KD Consulting for sponsoring this podcast.

Series:Sponsored
Series:Skills