Ethnographic Research for Customer Insights All Access
Your instructor 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.
Take a look inside the course
-
-
Getting Ready to Rock!
-
Exclusive Instructor-led Live Events (Zoom)
-
Pre-Course Materials
-
-
-
Module 1 Lesson Plan
-
Ethnography for Customer Insights: An Introduction [Video Lesson]
-
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]
-
Quiz A: A Quick Review [Action Required]
-
-
-
Module 2 Lesson Plan
-
Ethnography for Customer Insights: Field Research [Video Lesson]
-
Ethnography for Customer Insights: Field Research [Slide Viewer]
-
Ethnography for Customer Insights: Field Research [Slide File Download]
-
A CDC Case Study
-
A Field Guide Example
-
Quiz B: When to Recommend Ethnography [Action Required]
-
-
-
Module 3 Lesson Plan
-
Ethnography for Customer Insights: IDIs and Reporting [Video Lesson]
-
Ethnography for Customer Insights: IDIs and Reporting [Slide Viewer]
-
Ethnography for Customer Insights: IDIs and Reporting [Slide File Download]
-
Ethnography: Superior Discovery Inspired by Anthropology [Downloadable Job Aid]
-
-
-
Recommended Reading & Viewing
-
Examples of Ethrographic Studies from the U.S. Government [Downloadable Job Aid]
-
-
-
Your Rockstar Status Awaits: Final Assessment
-
About this course
- 25 lessons
- 2 hours of video content
Course Overview
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.
Watch the preview below.
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).