The insights industry has long been aware of the power and richness of in-person ethnographic research. However, with compressed timelines, tight budgets, and lingering COVID concerns, ethnographies can often be difficult to execute. As an alternative to in-person ethnographies, in recent years, the qualitative team at Accelerant Research has been called on, more and more, to conduct what we call Show & Tell Ethnographies, and with great success. Instead of sending an interviewer, observers, and videographer to a participant’s home or place of business, we rely on the ubiquity of webcam-based communications and the mobility of smartphones and tablets to enable participants to show us their interactions with a given product category or subject matter while telling us about their experiences during a live one-on-one webcam interview.
The sky is the limit with these types of studies, but here are some recent examples that we have successfully conducted:
We invite you to contact us for more information about these powerful Show & Tell Ethnographic interviews. Simply give us a call (704-206-8500) or send us an email (firstname.lastname@example.org). With our support and guidance in participant recruiting, technology/logistics management, and even moderating/full-service support, Accelerant Research can provide you with similarly successful and impactful insights.