Duration
Question:
How long does a consumer ethnography study take?
Answer:
Ethnography is a qualitative study conducted by social anthropoligists to address issues presented by our client who sets the agenda for what needs to be known. Whereas academic research addresses disciplinary, public interest, or theoretical issues, ethnography in marketing are primarily oriented by client-stimulated questions related to consumer behavior or to the functioning of business-related organization. These studies are driven by the need to support decisions about corporate investments and direction.
Marketing research projects are decision driven and must adapt to restrictive time frames and budgets. Cultivating relationships with respondents, obtaining valid and reliable information, and achieving actionable results must take place within weeks or months. Depending on the scope and depth a typical project can take between 6 to 12 weeks. This requires us to be extraordinarily economical in our allocation of time and deliberate in carrying out the activities that produce valid and reliable information.
