Fascinating piece on the the use of in-home interviews by Tesco's Fresh&Easy. " ... did Tesco grasp the method they were using? There is a distressing habit these days to think the ethnographic due diligence has been satisfied if interview are done in-home and in-store. In point of fact, an interview not in-home is not ethnographic. Unless certain methodological conditions are satisfied, it is merely an interview done in-home ... " . Later in the article they quote P&G's Lafley in his book: The Game Changer . Overall a very nice case study of the use of ethnography.
Thursday, February 26, 2009
Ethnography and the In-Home Interview.
Fascinating piece on the the use of in-home interviews by Tesco's Fresh&Easy. " ... did Tesco grasp the method they were using? There is a distressing habit these days to think the ethnographic due diligence has been satisfied if interview are done in-home and in-store. In point of fact, an interview not in-home is not ethnographic. Unless certain methodological conditions are satisfied, it is merely an interview done in-home ... " . Later in the article they quote P&G's Lafley in his book: The Game Changer . Overall a very nice case study of the use of ethnography.
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