Qualitative & Ethnographic Research
Ethnography studies behaviour in context. Triangulate observation with interviews and records.
Cheat sheet
Ethnography studies behaviour in context. Triangulate observation with interviews and records.
What to check first
Observe consenting households while they cook and store utensils.
How to make the call
Prototype storage aids and observe actual use over several days.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Bhopal appliance maker wants to learn why families improvise storage in small kitchens.
Reveal the step-by-step solution
- Diagnose the problem.
Observe consenting households while they cook and store utensils.
- Work through the evidence.
Code recurring workarounds and distinguish space limits from cleaning and access needs.
- Recommend and validate.
Prototype storage aids and observe actual use over several days.
More Indian cases
Interview question
How would you use qualitative & ethnographic research to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Code recurring workarounds and distinguish space limits from cleaning and access needs. Prototype storage aids and observe actual use over several days.