Traditional observational studies require huge, expensive amounts of time in which the researcher observes the subjects in their natural setting. It also creates logistical difficulties; it simply isn’t practical to observe research subjects taking their morning showers, and the observer’s very presence is likely to make the subjects behave differently.

Photo-Ethnography solves many of these problems through the use of cameras. With photos and storytelling, respondents learn to be self-observant. They have more responsibility in the research process, and they are given plenty of time to reflect and delve deeper into their own feelings and behaviors.

Photographic Ethnography:  Consumer research using the power of photography.
 

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