What you’ll learn in this course

Anthropology meets market research in this fast-paced, crash-course on ethnography.  

No previous experience required: this is a beginner-level course.

Ethnography has been a niche market research methodology for decades, but with the recent increase in observational methods overall, its practice is rising. Instructor Jeff Walkowski will teach important concepts that will help you decide when to use ethnography, how to plan a project, and how to avoid some common errors.  

Please note this class focuses on ethnography; for in-depth interviewing, see our other classes Research Interviews 101 and Conducting Research Interviews.  

Upon course completion, you will be able to:

  • Describe important concepts of ethnography
  • Decide when ethnography is the right choice for your market research goals
  • Plan an ethnographic project
  • Avoid common pitfalls of ethnography

As a student, you get lots of helpful videos, readings and reference material.

Take a look inside the course

  • 1


    • Getting Ready to Rock!

    • Access Your Live Session Here

  • 2

    Ethnography for Customer Insights: An Introduction

    • Lesson Plan

    • Rockstar Pre-Reading

    • Ethnography for Customer Insights: An Introduction [Lecture]

    • Ethnography for Customer Insights: An Introduction [Slide Viewer]

    • Ethnography for Customer Insights: An Introduction [Slide File Download]

  • 3

    Bonus Resources

    • Recommended Reading & Viewing

  • 4


    • Your Rockstar Status Awaits: Final Assessment

Meet Your Instructor

Jeff Walkowski

Principal of QualCore.com Inc.

Jeff Walkowski is the principal of QualCore.com Inc., a consulting firm providing traditional and online qualitative research services to a wide range of industries. He was schooled as a quantitative specialist and entered the industry in the 1980s as a statistician. He later discovered his talents as a moderator and evolved into a qualitative specialist by the mid-1990s. He is one of the pioneers in the use of online qualitative research platforms. Jeff is a RIVA Trainer. He is also the co-founder of the Online Moderator Training Institute, helping in-person moderators adapt their skills to the online environment. More recently, he authored the University of Georgia’s online course on qualitative market research.

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Trial?

    Yes! You can try us out with a 14-day Free Trial.

  • Can I get a group discount?

    Yes. If you have a team of five or more people, please contact [email protected] to ask about volume discounts. We also offer private training for groups either in the virtual classroom or at your location.

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