Ethnographic studies are a descriptive, qualitative market research methodology for observing the customer in relation to his or her environment. Researchers spend time in the field studying customers and their environment to acquire a deep understanding of the lifestyles or cultures as a basis for better understanding their needs and problems.
For more new product innovation terms, see the NPD Glossary.
© Global NP Solutions
Your Strategic Innovation Partner for NPDP and PMP® Certification Training