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 Ronda Slaven will teach important concepts that will help you decide when to use ethnography (traditional or online), 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 
  • Weigh the pros and cons of traditional versus online ethnography (mobile ethnography) 
  • 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

    • Pre-Lecture Materials

    • Lesson Plan

    • Ethnography for Customer Insights: An Introduction [Lecture]

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

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

    • 6 Steps to Successful Mobile Ethnography Projects [Downloadable Job Aid]

  • 3

    Bonus Resources

    • Recommended Reading & Viewing

  • 4


    • Your Rockstar Status Awaits: Final Assessment

  • 5

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Ronda Slaven

Market & Consumer Insights Professional and Educator

Ronda Slaven is a Market Research & Consumer Insights professional with over 20 years of experience leading strategic research initiatives across a variety of industries such as financial service, consumer packaged goods and retail. ​ Ronda is currently the Market Insights Leader at Synchrony Financial where she manages a team focused on business, consumer and competitor insights as well as macro-trends. In 2014, Ronda aided Synchrony Financial through its' separation from General Electric; helping guide the build of a new brand position in the market through research and insights. ​ Prior to Synchrony, Ronda held various research leadership roles at Heinz North America, Alliance Data Systems, and spent 5 years on the supplier side managing a focus group facility in Columbus, OH. ​ In addition to her research expertise, Ronda considers herself a strong consumer advocate, always looking for opportunities to bring the voice of the customer to the forefront of business. Recently, Ronda has enjoyed spending time mentoring and educating college students in a variety of areas related to market research and consumer insights. ​ Ronda lives in Beavercreek, OH with her husband and two daughters. ​

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 Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.

Ready to Rock?

Get access to this course and 25+ market research courses with a Backstage Pass membership.

Join Now