Ethnography study

Ethnography is the study and systematic recording of human cultures and the term ethnography usually match with any qualitative research project. This is because by using the ethnography research could provide a detailed about everyday life and practice. Therefore, ethnography developed within the cultural anthropology and ethnography is research conducted which more emphasize on the context of real-world consumer experience. For example, ethnographic research is shaped by personal and professional identities that involve individual experiences in this field. 

Ethnography creates to better understand the customer by determines the internal and external factors that influence behavior of customer. Furthermore, ethnography can be conducted at any time to reach consumers. Ethnography is considered as a qualitative method because it can evaluate consumer’s experience, brands, products and environments.

Benefits and challenges of the Ethnography

Advantages	Challenges
Evaluates consumer behavior in detail and to understand the customers in-depth. To conduct open research to lead questions became clear and specific. Provides relevant information regarding the whole product usage and purchase cycle.  Able to capture real responses as they will happen later on.	It takes longer time to build trust between the customers.     It is very expensive or costly because the researcher needs to travel to different location to collect the data or relevant information.    Bias behavior might occurs between the researcher could affect the data collection.