Online Ethnography vs. Video Ethnography
- Can use much larger and more representative sampling of target audience customers.
- Creates much less distortion comparing with video-”crew in their home / camera in their face” – video-ethno approach.
- Generates detailed and thoughtful descriptions and explanations of how consumers see their own shopping and usage choices – over longer periods than what is practical with video-ethnography approach.
- Ask their spouses, kids or colleagues at work about their reactions and ideas….
- Much more cost-efficient.
