Ethnographic research: what it is, when to use it, and why it really works in marketing.
- Redazione
- 1 day ago
- 4 min read
In recent years, ethnographic research in marketing has become increasingly popular. However, many confuse it with interviews , focus groups , or simple "field" observations.
The truth is that ethnography is a method , not a technique. And when used well, it's one of the most powerful tools for generating insights that don't emerge from surveys, analytics, or dashboards .
In marketing, ethnographic research is used to understand people's real-world behaviors in their everyday context, going beyond what emerges from questionnaires, interviews, or digital data.
In this article, we explain what ethnographic research really is, when it makes sense to use it, what risks it entails, and how it is being applied in marketing today.
Summary
What is meant by ethnographic research?
Ethnographic research was born in the anthropological field at the end of the 19th century and aims to achieve a deep understanding of behaviors, rituals, and meanings within a specific cultural context.
In marketing, ethnography is adopted when:
what people say is not enough
actual behavior is different from declared
latent or not yet formulated needs are sought
The distinctive element is that the researcher enters the real-life context of the people being observed and studies their actions as they occur, not after the fact.
In other words: ethnography observes what people do , not what they say they do.
In marketing, this approach is also often referred to as applied ethnography or marketing ethnography , to distinguish it from the academic use of the method.
What can ethnographic research be done on?
Ethnographic research isn't a "one-size-fits-all" study. It's particularly effective when the goal is exploratory and interpretive. Specifically, ethnography is well-suited to studying:
the actual use of a product or service in everyday life
the rituals of purchasing and consumption
the symbolic meaning of a brand
the contexts of choice (home, shop, office, car)
unmet or unexpressed needs
complex customer experiences
In marketing it is mainly used for:
new product development
brand repositioning
deep understanding of niches
qualitative validation before quantitative research
👉 However, it is not suitable for estimating volumes, percentages, or statistical representativeness.
What an ethnographer really observes
One of the most common mistakes is to think of ethnography as "looking at people." In reality, the method involves structured observation of three main dimensions:
Speeches: not just what is said, but when , why , and in relation to what action .
Social structures: implicit rules, conventions, roles, and rituals that guide behavior.
Space: environments are not neutral; furnishings, objects, and layout influence actions.
Ethnography looks at things systematically. It is not casual observation, but interpretation guided by research hypotheses.
How long does ethnographic research last?
It is important to dispel a myth here.
Ethnographic research doesn't necessarily last months . The duration depends on the objective. In general:
An effective session requires at least 4–5 hours per participant
It takes 2–3 hours just to create rapport and context
1–2 hour observations are almost always insufficient
In marketing:
short ethnographies: one day per subject
in-depth ethnographies: 1–3 days
Multi-country studies: more short cycles, no endless dives
👉 The quality of time matters more than its absolute duration.
How to do ethnographic research
Ethnographic research in marketing follows a structured, yet flexible, process that combines field observation, progressive interpretation, and ongoing dialogue between researchers and the company. In summary, the phases are:
Defining the research objective: what do we really want to understand?
Design
observation areas
flexible track (not a rigid questionnaire)
selection of participants
Fieldwork
participant observation
contextual dialogue
often video support
Instant debriefing: sharing insights while they're still fresh.
Analysis and interpretation
transcriptions
pattern identification
construction of meaning
Output
report or video-ethnography
operational recommendations
A key point: data collection and analysis are not separate phases . Interpretation begins during observation.
What are the major risks of ethnographic research?
This is where many research projects fail. The main risks are:
using ethnography for the wrong purposes
reduce observation time excessively
interpret without a theoretical framework
involving the client too much in the fieldwork
produce interesting, but not actionable insights
👉 Good ethnographic research must always lead to concrete decisions .
What kind of data does ethnographic research produce?
The strength of ethnography is the longevity of the data . Ethnographic insights:
they don't expire in a few months
they explain why certain things happen
fuel innovation, strategy and creativity
They don't answer to "how many", but to:
Why
as
in which context
with what meanings
When it really makes sense to invest in ethnographic research
It makes sense to use ethnography when:
you are making important strategic decisions
quantitative data do not explain behaviors
you want to innovate your product, service or positioning
you feel that “something is missing” in your understanding of the customer
For this reason, ethnographic research in marketing is often used as an exploratory phase , before significant investments in products, communications or advertising.
There is no point in using it:
to confirm decisions already made
to replace quantitative research
as a theoretical exercise in itself
Conclusion
Ethnographic research isn't a fad. It's a powerful tool, but it must be used wisely .
When well-designed, it provides insights that no numerical report can ever provide. When improvised, it becomes just a well-told guided tour.
In marketing, the difference is always made by the same factor: truly understanding people before trying to convince them .
FAQ
Is ethnographic research qualitative research?
Yes. It is qualitative research based on the observation of real behaviors in their natural context, not just on people's statements.
How is it different from a focus group?
Focus groups rely on what people say; ethnography observes what they do, in their everyday environments.
How long does ethnographic research in marketing last?
It depends on the objective. Typically, it takes at least 4–5 hours per participant, while more complex projects can last several days.
Is it also suitable for SMEs?
Yes, if used for clear strategic objectives, such as product development, positioning, or deep customer understanding.
Can it replace quantitative research?
No. Ethnography does not provide representative data. It is often used before quantitative research to formulate more robust hypotheses.
What are the most common mistakes?
Using it for the wrong purposes, reducing observation time too much, and producing insights that cannot be translated into operational decisions.
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