Qualitative Research Methods

Qualitative research methods in ethnographical studies are carried out by examining various aspects of a society from within. In this article, we’ll take a closer look at the most common qualitative research methods used in ethnography. The primary task of an ethnographer is to understand and clearly outline the main features of a civilization and their culture. This is done through getting all the relevant information about the various aspects of an event or a process that happens within the society. This includes obtaining first-hand information from people through interviews, surveys, and personal observations as well as informal interaction. An […]

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What is Ethnography

Ethnography in broad terms defines the scientific study and research that is done on human behavior. In this article, we’ll take a closer look at different types and usages of ethnography and finaly define “what is ethnography” There are distinctive features of a culture and various circumstances that form the basis of every social circle or ethnicity. Ethnography deals in obtaining a range of data on phenomenon using collective qualitative and analytical methods to study these features extensively. The basic idea behind ethnography is to use research and analysis to arrive at an informed decision about the mechanics of why […]

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Business Ethnography as a Key Strategy for International Brands

Business ethnography can be used as a key strategy when an international brand expands into a new market. It is paramount for the business to understand well how its brand can become relevant to the consumers of the country or region. When penetrating new markets, two critical mistakes seem to repeat themselves. The first mistake involves thinking that because it is already a big and recognizable brand, its potential consumers will be overwhelmingly impressed when the products becomes available in a new market. The second mistake is for the business to think that solely relying on macro-economic data and quantitative […]

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Nike Football Culture in Latin America

We’ve completed the ethnographic research work for Nike and the result is a beautiful, 400-page book on football culture in Latin America. The research is in large part based upon visual ethnography by Jacob Langvad Nilsson. The book is a study of football culture among teens in Brazil, Argentina, and Mexico. The research sought to capture how football as a sport greatly influence the daily lives of youngsters in both urban and rural settings, and helped the client strengthen its understanding of and relationship with its consumers. […]

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The Brazilian Dream: Thiago for Visual Ethnography

Thiago Vinicius is part of the group that created the Community Bank Sampaio Union, at Jardim Maria Sampaio neighborhood, São Paulo, which provides micro-credit and prints its own currency, the “sampaio”. Watch this video from TEDxAmazônia. ‘The Brazilian Dream‘ (O Sonho Brasileiro) is a qualitative study of the young generation Brazilians, with focus on their dreams and desires. […]

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The Brazilian Dream: Tahis for Visual Ethnography

‘The Brazilian Dream’ (O Sonho Brasileiro) is a qualitative study of the young generation Brazilians, with focus on their dreams and desires. This is a photograph of The Brazilian Dream: Tahis for Visual Ethnography from Rio de Janeiro, Brazil for BOX1824 by photographer Jacob Langvad Nilsson. […]

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The Brazilian Dream: Rose for Visual Ethnography

‘The Brazilian Dream’ (O Sonho Brasileiro) is a qualitative study of the young generation Brazilians, with focus on their dreams and desires. This is a photograph of Rose from Recife, Brazil for BOX1824 by photographer Jacob Langvad Nilsson. […]

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Visual Ethnography Examples

Over the last couple of years, I’ve specialized my work into a field of photography called visual ethnography. Visual ethnography is using photography as a tool in qualitative research, also know as participant observation. Through a growing number of qualitative research projects, I’ve documented youth culture and consumer behavior in developing countries. Typically, I work as part of a small team of field researchers contributing to the project with an engaging visual narrative. Our respondents can be town- or country-dwellers, and we usually cover a variety of economic, social, political and ideological dimensions. With a background as photojournalist and editorial […]

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