MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas this week to report back summaries & insights from the conference sessions.  This report from Matt Case (FedEx) is on “Conducting Affordable Ethnography Through Group Focus and Social Media” by Jacob Jasperson, Co-founder and Consultant, Culture Concepts Inc., Jonathan Reinecke, VP of Sales Marketing, 1-For-1 Foods Inc. and Remington Tonar, Co-founder & Consultant, Culture Concepts Inc.

Ethnography, according to Remington and Jacob, is an excellent tool to stimulate innovation or creative thinking.

Two big hurdles:  Time and Effectiveness

Ethnography online is akin to digital stalking.

  • It is mostly free to use
  • Speed saves time
  • Many research options
  • Large sample sizes
  • Works best with younger demos and in the B2C space

Remington’s takeaways

  1. Ethnography focuses on how meaning, ideas and values are shared in cultures
  2. It has a lot to offer businesses


Jacob Jasperson, Culture Concepts

Remington Tonar, Culture Concepts