Ethnographic interview
Technique used to analyse relational and social situations, the life of more or less structured groups and communities. Participant observation, derived from ethnography, involves the work of direct observation “in the field” to analyse and achieve in-depth understanding of the actual behaviour of consumers at the time of purchasing in points of sale and in consumption and living environments.
In this technique, the observer is a participant, i.e. once he/she has identified a suitable research environment, the researcher spends a period of “familiarisation” in the chosen habitat, to integrate him/herself, in order to interact and receive the most spontaneous information possible.
