Ethnography: Caught between myths
Qualitative researchers in the commercial sphere often feel they can only do â€˜ethnography lightâ€™. Isabella Simpson, senior research executive at Kantar Media, urges them to have more confidence, and challenges some of the myths surrounding the ethnographic approach.
“Commercial ethnography, if conducted rigorously, doesnâ€™t need to be â€˜lightâ€™, and experienced quallies are well placed to do it. This is why it is essential to look at ethnography as a way of thinking about the world and about people rather than an exotic, elusive and expensive technique defined by specific parameters or timeframes.”
Isabella Simpson has a BSc and a PhD in social anthropology from the London School of Economics.