Insight through ethnography: researching children in a different way

Insight through ethnography: researching children in a different way Shows how ethnographic research improves our knowledge of children by observing how they live their daily lives, contrasting this approach with qualitative research; the latter, though useful, tends to be driven by the client’s own marketing agenda and is less appropriate for new product development. Outlines the observational techniques used, both in person and remote, including brainstorming sessions and workshops following the research. Concludes that children tend to operate in groups when outside the home; that children who have grown up with reality TV tend to be less inhibited than adults when being filmed or filming themselves; and that participant observation and ethnographic offer wide research applications and point to new opportunities for clients in different areas of a child’s life. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Insight through ethnography: researching children in a different way

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610410814076
Publisher site
See Article on Publisher Site

Abstract

Shows how ethnographic research improves our knowledge of children by observing how they live their daily lives, contrasting this approach with qualitative research; the latter, though useful, tends to be driven by the client’s own marketing agenda and is less appropriate for new product development. Outlines the observational techniques used, both in person and remote, including brainstorming sessions and workshops following the research. Concludes that children tend to operate in groups when outside the home; that children who have grown up with reality TV tend to be less inhibited than adults when being filmed or filming themselves; and that participant observation and ethnographic offer wide research applications and point to new opportunities for clients in different areas of a child’s life.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jan 1, 2004

Keywords: Research methods; Ethnography; Children (age groups)

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