Adapting ethnographic research methods to ad hoc commercial market research

Purpose The purpose of this paper is to delve into the nature of ethnography to evaluate its potential as an applied qualitative research method in commercial ad hoc market research. A re‐interpretation of ethnography adapted for the commercial market research environment is proposed and a conceptual framework for its implementation offered. Design/methodology/approach This will include examination of the different ethnographic approaches employed across social and market research fields. Findings An examination of several case studies reveals how ethnography can produce both tactical and strategic insights into aspects of consumer usage, behaviour, experience and culture. Originality/value The paper discusses how ethnographic research can potentially connect marketers, businesses and whole corporations with their consumers, in ways that other forms of market research cannot.