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Tag Archives: Ethnography
Rebels with a cause – Teenage years and small towns in emerging markets
With the emergence of small towns as future growth engines in markets like India, there is considerable interest in teenagers from these small towns. Growing up in a vibrant economy, teenagers of middle class families in small towns have largely … Continue reading
When clients ask the right questions
“So what can I use Ethnography for in our company?” We got this seemingly broad based and difficult to decipher question at a recent meeting, with a potential client about Ethnography and its benefits. We heard some giggles and sighs … Continue reading
The city below: Perceptions and context
Talking to a Vietnamese consumer – Sway – in the course of an Ethnographic project in Central Vietnam, he queried “Do you come from Singapore? My teacher who has visited Singapore tells me that half the city lives underground?” It … Continue reading
Artifact from Seoul
It is the library shelf which sits proudly in every home. Laden with children’s books it reveals the importance parents give to education of their child and how the child is the centre of their lives in Korea. Every parent … Continue reading
When personal becomes universal (More on listening to consumer stories)
A while back we wrote about our belief in storytelling in Qualitative research and the art of listening to stories that impact brands. And now, another reason why listening to consumer stories is so important in Qualitative research. The stories … Continue reading
From the streets of small town India
Our trip to the small towns of India brought us many insights. Here are only a couple of stories from among the many that stood out from the streets. They tell about the life of these young people growing up … Continue reading
Posted in Asian Consumers, Ethnography/Immersion
Tagged Asian Consumers, Ethnography, Ethnography in India
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