Ethnographic research is a hot topic these days. Just check out recent market research-related job postings on Indeed and other job boards, and you will see it is widely mentioned as a desired skill (see image for a few recent examples).
Sure, these days we are doing online or “mobile” ethnography (as opposed to in-person ethnography). But many of the same benefits exist, like leveraging the power of observation (and images) to reveal customer attitudes, emotions and behaviors.
Ethnography is very hot now, and the good news is that access to our Ethnography course is available in both our On-demand and Full Access formats. While the next live session is not until March 2021, you can take the course now using the lecture video and related resources. I am especially excited about this learning opportunity because the instructor, Ben Doepke, is a true ethnographer; he really shows you how to use ethnography to get past superficial and over-rationalized responses.
Current Research Rockstar students: Too swamped? May we suggest you at least watch the lecture video? Even if you do not want to officially complete this class, we promise, you will learn a lot about rigorous ethnography from Ben.
BTW, this course is also pre-approved for the Insights Association Certificate in Qualitative Research, should you be planning to complete the Certificate in the future.
Not yet a member? We have options.
