ON-DEMAND WEBINAR - Ethnographic Research in the B2B Environment

Tuesday, AUGUST 14, 2007 - 1 PM EST

"The increase in cheap online interviewing and the often very tactical nature of projects (be they qualitative or quantitative) are clear signals that research is more about data than insight”.  Alex Johnston, Jigsaw Research

Alex Johnston will present his award-winning paper which reviews the feasibility of conducting B2B ethnographic research. The webinar will be logically divided into three areas:

• ETHNOGRAPHY 101 – to put things in perspective, Alex will talk about the basics: how ethnography involved studying the “overt values and beliefs of a culture; how does ethnography compare with qualitative research (and distinctions between the two).

• WHAT ETHNOGRAPHY MEANS FOR B2B RESEARCH – Alex will review eight different approaches to ethnographic research and how these can be applied to the B2B environment. In each case there is something that can be applied to B2B research. For example, more of a “holistic” approach is used in ethnographic research (i.e. looking at ALL aspects of a culture) – in the case of business research, this suggests looking beyond the a particular market to other segments in an industry, to the industry as a whole or even outside the industry.

• A B2B ETHNOGRAPHIC CASE STUDY – Jigsaw Research funded a B2B ethnographic research study on an experimental basis based on studying communication patterns in SME’s.

ORDER YOUR ON-DEMAND WEBINAR TODAY!
To order, simply click on the "Register Now" button and log onto MRIA’s Portal. Select "Events", then "Register for an Event".

FOR MORE INFORMATION CONTACT: RUTH LUKAWESKI AT rlukaweski@rmlresearch.com