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GIM speech at ESOMAR Automotive-Conference 2008 in Lausanne

Ethnographic automotive market research is on the rise because it provides results that are beyond traditional and mainly product-oriented research. 
The paper presented on the ESOMAR Congress by GIM explains how ethnographic research is conducted today, what results can be expected and what has to be taken into account when implementing ethnographic research taking Russia and China as an example. It furthermore treats about the importance of the rising amount of visual information in both, our daily lives in society and in the area of knowledge tranfer in companies. Considering this rise, ethnographic methods with their strongly visual orientation seem to be a very helpful instrument.

For further information on ethnographic automotive research, please contact Christoph Palmer or Sigrid Schmid. You can order the ESOMAR paper here.