Ethnography

Ethnography (24h)

- a way of understanding the particulars of daily life.
-> increase the success probability of a new product/ service.
-> reduce probability of failure specifically due to a lack of understanding of the basis behaviours and frameworks (khuôn khổ sinh hoạt) of consumers.
-> understand HOW people use products/ services.
-> know real-life experience.

*** While FG (Focus group) fail to inform marketers about: "What people really do???", ........
Ethno links What they SAY to What they ACTUALLY DO.

Can see some "video ethno" searched on google fyi.