Ethnography: How To Use Video Ethnography in Market Research

Rafael Roxas
Mar 05, 2021

Picture of a Man Being Interviewed in Front of a Smartphone Camera

Ethnography delves into how we as human beings react to certain circumstances in real life and how it is influenced by a variety of factors such as our environments where the events take place and the cultures that we were nurtured in. These observations play a key role when working to determine consumer trends and behavior. Since much of what we do as a society is ingrained as habits we subconsciously develop, being able to understand the reasoning behind our actions can aid in driving quality products and sales for their clients. But to do so, researchers need the ability to view these environments in-depth at their most natural state. 

The rise of digital technology and media has paved the way for a new type of ethnography that accomplishes just that, video ethnography. It is the process of capturing ethnographic data, often for market research purposes or scientific observations, on video. Read on as we break down how this vital tool influences market research in significant ways.

What Video Ethnography Brings to Market Researchers

As a market researcher, the advantages that video ethnography can bring to your research development and insights are extensive. LinkedIn has broken them down into quick and digestible key concepts. Here is what you need to know.

  • Video ethnography allows participants to speak freely
  • Video ethnography allows researchers to save time and money
  • Video ethnography captures context first-hand—in places far away
  • Video ethnography gathers first-person accounts more quickly
  • Video ethnography brings colleagues up to speed fast in an engaging way

At its core, video ethnography allows for qualitative market research that is convenient to both the researcher and the participants. As a medium that relies on digital solutions, mobility is easy to achieve and allows everyone involved to break away from the confines of in-person research facilities. This can do wonders for participants who can now attend interviews at home or in locations where they feel most comfortable. And it isn’t something to scoff at for market researchers that often have to worry about travel costs, geographic restrictions, efficiency, and authenticity of their valuable research projects.

Learn the 5 criteria you must consider to do ethnographic research. 

What Video Ethnography Brings to Market Research

By observing customer reactions and experiences to new product launches or services, companies can get a clear understanding of how what they offer can benefit others in their everyday lives. Video ethnography has made this process more convenient for everyone involved. Nowadays, elaborate set-ups that involve camera crews and a whole production team have become obsolete. In its stead, many market research facilitators provide services that allow video and mobile ethnography to be done with simple set-ups that can even be managed by the clients themselves.

Civicom Research Services provides this option through CCam™ focus. CCam™ is a state-of-the-art HD 360° recording and streaming solution with the active viewer and integrated video insights tools that simplifies the research process of in-person qualitative IDIs and focus groups. Its unobtrusive plug-and-play technological presence captures reactions in the moment in a way that builds comfort for the participants and authenticity for the researchers. With it by your side, there is no bad seat in the house.

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