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Last modified at 2/2/2021 2:55 PM by Maren Johnson

Ethnography deals with observing consumers in the field or their daily lives. As part of the Fuzzy Front End of research, ethnography is a helpful method to understand consumer needs prior to product development1. This type of observation may uncover subconscious needs or wants which come to light only through normal, everyday behavior, and may be obtained through observation, One-on-One Interviews, or other direct methods.

1 Meilgaard, M. C., Civille, G. V. and Carr, B. T. 2007. Sensory Evaluation Techniques, 4th edition. CRC Press, Boca Raton, Florida.