However, I must admit that the title, and term emic are not original ideas but that’s irrelevant because after researching hundreds of websites to find credible ethnographic definitions, methods and frameworks on websites promoting ethnography and anthropology.
Most traditional definitions, methods and frameworks have quickly evolved and adopted by all types of businesses using ethnographic research methods as a way to have a free-for-all-instant-gratification party
.
For example, Esomar World Research posed the following question:
WHAT IS AFFECTING OUR DAILY WORK?
“More than ever, qualitative research is in the process of rapid change. Technology is playing a greater role at all stages of the research process and, at the same time, so is the “high touch” method of ethnography. Among the trends influencing these changes are: the proliferation of online methodologies and social media, the growth of hybrid methodology, a shift from the “respondent” to “participant” model, the impact of physiological measurement, and the continued push to faster/cheaper research.”
I wholeheartedly agree with Esomar, that this “faster/cheaper” research and major trends must be reviewed with a “critical eye to assess their value to research, pros/cons and appropriate uses.”
Faster and cheaper than what?
Questioning 12 to 24 people sitting at a table for hours called focus groups, whose answers were suppose to represent thousands of consumers’ decision in buying a product or service? Or, how about using cell phones as a method for mobile ethnographic research to question consumers in their homes as they used a product or service in their homes.
Then there’s the smartphone, the which has been promoted as smarter than researchers because it can observe, record, and question consumers about: Why they looked at two products while actually in the store, made a choice, kept one and put the other back on the shelf.
There is one thing that all these scenarios have in common. And it does not take an Einstein to figure out what’s hidden and not talked about online. Except for a few qualitative researchers, labeled as radicals, traditionalist and revolutionist from the 1960’s.
Who are more than willing to stick our necks out for a worthy cause, which is to allow people to be exactly who they are in their own environment without imposing any of your own values on groups of people and communities that we seek to understand, accept and interpret their beliefs, values, choices and behavior.
Money is the common thread. Show focus groups money and consumers the money. And even common sense says, they will think and act on showing them the money. What are they thinking? "Sure I’ll tell you whatever you want to hear, if we play the price is right."
Entice a dumb hungry animal like a jackass and even it would nibble on a dollar bill.
Money is highly valued commodity, especially during a recession.
Yes, for anyone who does not know, focus groups and most consumers are offered and paid lots of money for a few hours work to provide information for market research.
Examples
“Each week, FG Global emails you information about upcoming focus groups, market research studies, and taste tests that typically last one to two hours and pay from $50 to over $150!”
“Paid Surveys, Paid Focus Groups, Free List of Surveys”
“Research Firms that are willing to pay you for your valued opinions. And I'm not just talking about some cheesy online survey that does nothing but waste your time and say that they'll enter you into some bogus $10,000 sweepstakes! I'm talking about Legitimate Market Research Companies that will pay you on average $50 - $200 for about 30 minutes to 2 hours of your time JUST for giving your opinions. Why you ask?... because your input helps their clients save money --And lots of it.”Rural Ethnography would like to hear from you. What do you think?
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