Photo-Ethnography™ is a five-stage process:
| Stage 1 | Clarification & Information Gathering |
| Stage 2 | Research Stimuli Creation |
| Stage 3 | Stimuli Ideation Session |
| Stage 4 | Consumer Research |
| Phase I: Orientation/Consumer Stimulation | |
| Phase II: Story-Telling with Photos | |
| Stage 5 | Reporting |
Fieldwork takes place in Stage 4. Respondents receive a high-value 35mm auto-focus zoom camera and film in Phase I and return three weeks later for Phase II sessions. Stage 4 has 12 group sessions -- six in Phase I and six in Phase II. Typically, the sessions are split between two or three cities.
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