Gartner Research

Ignition Guide to Conducting Ethnographic Research

Published: 18 March 2019

ID: G00705816

Analyst(s): Customer Experience Research Team


Ethnography is a research method for understanding underlying consumer behaviors and values in their natural setting. This guide will help customer experience (CX) leaders and their teams plan and conduct effective ethnographic research.

Table Of Contents



Step 1 of 5: Plan for Conducting the Ethnographic Research

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 5: Design the Study


How to Set Up for Success

Step 3 of 5: Conduct the Research


How to Set Up for Success

Step 4 of 5: Analyze and Report the Research Findings


How to Set Up for Success

Step 5 of 5: Monitor the Effectiveness of Your Ethnographic Research Process

Review Your Performance

Keys to Continued Success

Recommended by the Authors

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