GKA Blog

A beginner’s guide to ethnography in patient market research

Posted by Adam Irwin on 27/07/16 14:16

Ethnography is officially defined as ‘a qualitative research approach that involves relative submersion into the setting to be studied’- or, to put it more simply, it’s when researchers observe participants in their own environment to learn first-hand their opinions and how they behave. With its roots in anthropological study, ethnography is helpful in a number of research areas, but especially so in patient market research because it allows researchers to get right to the heart of how patients think, behave and feel in an environment they are comfortable in. Ethnography gives the rich insights  you can achieve through traditional qualitative research but in a natural setting where participants can really open up – which can be incredibly beneficial when it comes to some of the sensitive subjects touched upon in medical market research.

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Topics: Ethnography

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