Consumer Ethnography
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Recent papers in Consumer Ethnography
Resumen: objetivo/contexto: en los últimos diez años, la etnografía se ha consolidado como un servicio central del portafolio de muchas empresas de investigación de mercados en Colombia que ofrecen a sus clientes etnografías de consumo.... more
Resumen: objetivo/contexto: en los últimos diez años, la etnografía se ha consolidado como un servicio central del portafolio de muchas empresas de investigación de mercados en Colombia que ofrecen a sus clientes etnografías de consumo. El objetivo de este artículo es describir y analizar la manera como los profesionales de la investigación de mercados entienden y emplean la etnografía. Metodología: la investigación que dio lugar a este artículo tuvo varias fases. Inicialmente, se identificaron las instituciones que ofrecen etnografías de consumo en Colombia. A continuación, se hizo el análisis de los portafolios de servicios de las instituciones identificadas, así como el análisis del discurso con el que ofrecen sus servicios, en particular el de estudios etnográficos. Finalmente, se realizaron más de veinte entrevistas a profesionales de la investigación de mercados en Bogotá, Cali y Medellín, todos con experiencia en la realización de etnografías de consumo. Conclusiones: en Colombia no ha sido analizado en profundidad el proceso de integración del método etnográfico en las empresas de investigación de mercados, a pesar de que recientemente profesionales de este campo están abriendo espacios para hacer el debate en la academia. Un ejemplo de esto es que en el XVII Congreso de Antropología en Colombia de 2019 por primera vez hubo cuatro mesas dedicadas a antropología aplicada al consumo, los mercados, la industria y las empresas. Originalidad: estos espacios son ideales para discutir los postulados y hallazgos de este artículo, en especial nuestra conclusión de que, en el campo de la investigación de mercados, se usa e instrumentaliza el discurso de la antropología para dotar las etnografías de consumo de legitimidad académica y científica, aunque sus prácticas y presupuestos metodológicos son desestimados.
Palabras claves: antropología de negocios, estudios de consumo, etnografía, etnografías de consumo, investigación de mercados, mercadeo.
“The Businessman’s New Clothes”: The Use of Ethnography in Market Research
Abstract: Objective/context: In the last ten years, ethnography has consolidated itself as a central service in the portfolio of many market research companies in Colombia that offer their clients consumer ethnographies. The objective of this article is to describe and analyze how market research professionals understand and use ethnography. Methodology: The research that led to this article involved several phases. Initially, we identified the institutions that offer consumer ethnographies in Colombia. This was followed by an analysis of the service portfolios of these institutions, as well as an analysis of the discourse with which they offer their services, particularly in terms of ethnographic studies. Finally, more than twenty interviews were conducted with market research professionals in Bogotá, Cali and Medellín, all with experience in carrying out consumer ethnographies. Conclusions: Despite the fact that professionals in this field have recently opened up spaces for debate in academia, in Colombia, the process of integrating the ethnographic method into market research companies has not been analyzed in depth. An example of this is that at the XVII Congress of Anthropology in Colombia in 2019, for the first time, there were four tables devoted to anthropology applied to consumption, markets, industry, and business. Originality: These spaces are ideal for discussing the postulates and findings of this article, especially our conclusion that, in the field of market research, the discourse of anthropology is used and instrumentalised to endow consumer ethnographies with academic and scientific legitimacy, even though its methodological practices and assumptions tend to be underestimated.
Keywords: Business anthropology, consumer ethnographies, consumption studies, ethnography, market research, marketing.
“O novo paletó do empreendedor”: o uso da etnografia na pesquisa de mercado
Resumo: objetivo/contexto: nos últimos dez anos, a etnografia se estabeleceu como um serviço central do portfólio de muitas empresas de pesquisa de mercado na Colômbia que oferecem etnografias de consumo a seus clientes. O objetivo deste artigo é descrever e analisar como os profissionais de pesquisa de mercado compreendem e utilizam a etnografia. Metodologia: a pesquisa que deu origem a este artigo teve várias fases. Inicialmente, foram identificadas as instituições que oferecem etnografias de consumo na Colômbia. Em seguida, os portfólios de serviços das instituições identificadas, bem como o discurso com o qual oferecem seus serviços, em particular o de estudos etnográficos, foram analisados. Por fim, foram realizadas mais de vinte entrevistas com profissionais de pesquisa de mercado em Bogotá, Cali e Medellín, todos com experiência na realização de etnografias de consumo. Conclusões: na Colômbia, o processo de integração do método etnográfico nas empresas de pesquisa de mercado não foi analisado em profundidade, ainda que os profissionais dessa área estejam abrindo espaço para o debate na academia. Um exemplo disso é que no XVII Congresso de Antropologia da Colômbia de 2019, pela primeira vez, havia quatro mesas dedicadas à antropologia aplicada ao consumo, mercados, indústria e empresas. Originalidade: esses espaços são ideais para discutir os postulados e as conclusões deste artigo, especialmente a de que, no campo da pesquisa de mercado, o discurso da antropologia é utilizado e instrumentalizado para dotar a etnografia de consumo de legitimidade acadêmica e científica, embora suas práticas e suposições metodológicas sejam desprezadas.
Palavras-chave: antropologia empresarial, estudos de consumo, etnografia, etnografia do consumidor, pesquisa de mercados, marketing.
Palabras claves: antropología de negocios, estudios de consumo, etnografía, etnografías de consumo, investigación de mercados, mercadeo.
“The Businessman’s New Clothes”: The Use of Ethnography in Market Research
Abstract: Objective/context: In the last ten years, ethnography has consolidated itself as a central service in the portfolio of many market research companies in Colombia that offer their clients consumer ethnographies. The objective of this article is to describe and analyze how market research professionals understand and use ethnography. Methodology: The research that led to this article involved several phases. Initially, we identified the institutions that offer consumer ethnographies in Colombia. This was followed by an analysis of the service portfolios of these institutions, as well as an analysis of the discourse with which they offer their services, particularly in terms of ethnographic studies. Finally, more than twenty interviews were conducted with market research professionals in Bogotá, Cali and Medellín, all with experience in carrying out consumer ethnographies. Conclusions: Despite the fact that professionals in this field have recently opened up spaces for debate in academia, in Colombia, the process of integrating the ethnographic method into market research companies has not been analyzed in depth. An example of this is that at the XVII Congress of Anthropology in Colombia in 2019, for the first time, there were four tables devoted to anthropology applied to consumption, markets, industry, and business. Originality: These spaces are ideal for discussing the postulates and findings of this article, especially our conclusion that, in the field of market research, the discourse of anthropology is used and instrumentalised to endow consumer ethnographies with academic and scientific legitimacy, even though its methodological practices and assumptions tend to be underestimated.
Keywords: Business anthropology, consumer ethnographies, consumption studies, ethnography, market research, marketing.
“O novo paletó do empreendedor”: o uso da etnografia na pesquisa de mercado
Resumo: objetivo/contexto: nos últimos dez anos, a etnografia se estabeleceu como um serviço central do portfólio de muitas empresas de pesquisa de mercado na Colômbia que oferecem etnografias de consumo a seus clientes. O objetivo deste artigo é descrever e analisar como os profissionais de pesquisa de mercado compreendem e utilizam a etnografia. Metodologia: a pesquisa que deu origem a este artigo teve várias fases. Inicialmente, foram identificadas as instituições que oferecem etnografias de consumo na Colômbia. Em seguida, os portfólios de serviços das instituições identificadas, bem como o discurso com o qual oferecem seus serviços, em particular o de estudos etnográficos, foram analisados. Por fim, foram realizadas mais de vinte entrevistas com profissionais de pesquisa de mercado em Bogotá, Cali e Medellín, todos com experiência na realização de etnografias de consumo. Conclusões: na Colômbia, o processo de integração do método etnográfico nas empresas de pesquisa de mercado não foi analisado em profundidade, ainda que os profissionais dessa área estejam abrindo espaço para o debate na academia. Um exemplo disso é que no XVII Congresso de Antropologia da Colômbia de 2019, pela primeira vez, havia quatro mesas dedicadas à antropologia aplicada ao consumo, mercados, indústria e empresas. Originalidade: esses espaços são ideais para discutir os postulados e as conclusões deste artigo, especialmente a de que, no campo da pesquisa de mercado, o discurso da antropologia é utilizado e instrumentalizado para dotar a etnografia de consumo de legitimidade acadêmica e científica, embora suas práticas e suposições metodológicas sejam desprezadas.
Palavras-chave: antropologia empresarial, estudos de consumo, etnografia, etnografia do consumidor, pesquisa de mercados, marketing.
Autoethnography has made significant gains as a method in marketing and consumer research but much confusion remains. This paper reviews the scope, methods and trajectory of autoethnography in marketing and consumer research. Broadly... more
Autoethnography has made significant gains as a method in marketing and consumer research but much confusion remains. This paper reviews the scope, methods and trajectory of autoethnography in marketing and consumer research. Broadly understood as the use of first-person, subjective accounts of experiences, feelings and memories as research data in the arts and human sciences, autoethnography combines elements of biography and autobiography with fieldwork techniques such as participant observation, phenomenological interviews and diaries. The paper outlines differing styles and methods of authoethnography in academic and practice domains whilst also pointing out controversies and debates around its scientific status as a research method. The paper concludes by pointing to the potential for autoethnography to re-connect social science with meaning through accounts of subjective experience.
This research examines the effect of Consumer Ethnocentricity (CE) under conditions of persistent financial crisis. The conceptual underpinnings of CE imply that consumers, at least some, respond to foreign goods negatively based on the... more
This research examines the effect of Consumer Ethnocentricity (CE) under
conditions of persistent financial crisis. The conceptual underpinnings of
CE imply that consumers, at least some, respond to foreign goods
negatively based on the idea of preserving the domestic economy. Thus, it
would logically follow that when the economy is in recession or crisis, this
phenomenon might be exaggerated. Spain is one of the areas most affected
by the global economic crisis, and within this country, young students
have been among the hardest hit. There are four hypotheses: H1a:
Ethnocentric attitudes of consumers have a positive effect on Domestic
Purchase Behavior; H1b: Ethnocentric attitudes of consumers have a
negative effect on Foreign Purchase Behavior; H2: National Identification
has a positive effect on Ethnocentricity; H3: Cosmopolitanism has a
negative effect on Ethnocentricity. Hypotheses H1a, H1b, and H2 are
supported while H3 is not supported.
conditions of persistent financial crisis. The conceptual underpinnings of
CE imply that consumers, at least some, respond to foreign goods
negatively based on the idea of preserving the domestic economy. Thus, it
would logically follow that when the economy is in recession or crisis, this
phenomenon might be exaggerated. Spain is one of the areas most affected
by the global economic crisis, and within this country, young students
have been among the hardest hit. There are four hypotheses: H1a:
Ethnocentric attitudes of consumers have a positive effect on Domestic
Purchase Behavior; H1b: Ethnocentric attitudes of consumers have a
negative effect on Foreign Purchase Behavior; H2: National Identification
has a positive effect on Ethnocentricity; H3: Cosmopolitanism has a
negative effect on Ethnocentricity. Hypotheses H1a, H1b, and H2 are
supported while H3 is not supported.
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