Photo-Ethnography is an innovative marketing research methodology that allows marketers to experience the lives of their customers with photographs and music. It enables marketers to look inside consumers’ lives and understand what motivates them. The methodology uses a self-observation research technique with respondent debriefings in small group settings.

Is Photo-Ethnography like qualitative research?

Photo-Ethnography enables respondents to investigate their own lives and behavior by using a camera. It captures respondents’ motives, attitudes and intentions in very deep ways. This method is like qualitative research in that it uses small numbers of respondents, and it looks and feels like a focus group. But that’s where the similarity ends.  More FAQ.
 

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