Consumer ethnography is an approach that seeks to understand consumers and their behavior by employing
A) Information from within the company
B) Secondary research
C) Fieldwork to generate data
D) Statistical information only

Question

Quizplus · Accepted Answer

Consumer ethnography involves direct observation and interaction with consumers in their natural environment to gather data and insights about their behavior, preferences, and attitudes. This is done through fieldwork, which includes techniques such as in-person interviews or focus groups, participant observation, and shadowing. Information from within the company or statistical information alone may not provide a comprehensive understanding of consumers and their behaviors, while secondary research can be helpful, it is not the main approach used in consumer ethnography.

Consumer Ethnography Is an Approach That Seeks to Understand Consumers