Ethnographical analysis

The ethnographical analysis is a qualitative method analyzing the relation between culture and behaviour. It involves the direct observation of the consumer in the natural context of purchasing and using the product.

The advantages of the ethnographical analysis are as follows:
- It analyzes the entire context in which a product is used
- It studies the consumer in natural contexts
- It does not limit the range of behavioral manifestations
- It explores a comprehensive cycle of using, consuming, purchasing a product