What does ethnography aim to understand?

Ethnography aims to understand how social and cultural influences affect behavior. This qualitative research method involves immersive observation and interaction within a specific group or community. By engaging directly with subjects in their natural environment, researchers can gain insights into the complexities of social norms, cultural contexts, and interpersonal dynamics that shape behavior.

Unlike statistical approaches that quantify behaviors through numerical data, ethnography focuses on the rich, nuanced narratives of individuals, helping to reveal how context, values, and cultural traditions impact decision-making and consumer behavior. This depth of understanding is valuable for marketers seeking to create tailored strategies that resonate with target audiences on a more profound level.

In this way, ethnography is distinct from other research methods that may focus solely on numerical differences, marketing effectiveness, or tracking changes in preferences over time, which do not capture the intricate layers of human experience and culture.