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 Kathryn Korostoff 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 market research training course focuses on ethnography; for in-depth interviewing, see our class on 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

    Welcome

    • Getting Ready to Rock!

    • Access Your Live Events & Amp Up Your eLearning
  • 2

    Module 1: An Introduction

    • Pre-Course 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

    Assessment

    • Your Rockstar Status Awaits: Final Assessment
  • 5

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Kathryn Korostoff

President, Lead Instructor Research Rockstar Training and Staffing

Kathryn Korostoff is President and Lead Instructor at Research Rockstar Training & Staffing. With a team of 10 expert instructors and 100+ fully vetted consultants, Kathryn works to advance market research and insights excellence. She wants everyone to be a Research Rockstar! She is a hands-on market researcher and has personally conducted over 600 primary research projects. A frequent speaker at market research events and former professor, Kathryn is also a past President of the Insights Association New England Chapter, and a former national board member. She can be reached at [email protected]. And be sure to check out her video podcast on market research methodology and career trends (see Conversations for Research Rockstars on the Research Rockstar YouTube channel).

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.

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