Ethnographic market research aims to understand the consumer in her natural environment. Typical ethnographic research requires a skilled interviewer to conduct the research onsite or in the respondent’s home, but a growing trend in market research is to employ a technique known as Unobtrusive Observation, in which the ethnography takes place without the interviewer present. This method allows respondents to act naturally, uncovering deep insights into the motivational drivers of those behaviors.
On August 19, 2016, L&E hosted a webinar, The What, When, Why & How of Unobtrusive Observation, with guest speakers Abbe Macbeth, PhD and Jason Rogers, PhD of Noldus Information Technology. The webinar provides a practical guide through the unobtrusive observation ethnography process. This session is for both those new to observational research, and those well-seasoned in traditional ethnographies.
This session covers:
- A comparison of unobtrusive observation and traditional methods (ethnography, focus groups)
- An overview of observational research in consumer behavior
- Research logistics: cameras, coding, and consequences
- Examples and stories from past research
Click here to download a PDF copy of the presentation from the webinar.
|About Abbe Macbeth, PhD|
|Abbe Macbeth, PhD is a Regional Sales Manager for Noldus Information Technology. Taking her expertise in Behavioral Neuroscience into scientific sales in 2010, Abbe set multiple company records for sales within the first two years. Quickly moving into a managerial role, she is now responsible for overseeing four sales regions and Noldus Consulting Services, US. Abbe is passionate about behavioral research in all forms, and delights in helping others find the perfect solution to meet their needs. Abbe holds a Bachlors degree in Cognitive Science, a Master’s degree in Psychology, and a PhD in Behavioral Neuroscience from City University of New York.|
|About Jason Rogers, PhD|
|Originally from Indiana, Jason received his doctorate in Psychology from the University of Utah. After a fellowship at MUSC in Charleston, SC, Jason joined Noldus in 2008 as Product Expert and Lead Trainer. Jason also spent time as a Consultant with Nielsen Consumer Neuroscience and Science Officer at Brandtrust before returning to Noldus in 2013 as Midwest Accounts Manager and Senior Consultant. Jason has done hundreds of lectures, trainings, and workshops around the globe. Jason lives in Cincinnati and spends his free time running, biking, playing the drums, and keeping up with this significant other, daughter, and sheepdog.|