Ethnographic research has been described as a fad that promised to look beneath the rationalisations of consumers, but did not in fact deliver the cut-through promised by agencies. This perhaps provides a clue to the emergence and relative disappearance of ethnography over the past 20 years, and to its recent re-emergence. To the generalist market researcher, ethnography appears to come and go in terms of its popularity and appeal. To avoid being disappointed about what an ethnographic approach can bring to an understanding of consumers, clients should reportedly involve a qualified anthropologist at the commissioning stage of a project to make sure that such an expensive and time-consuming exercise is really warranted. Similarly, clients should engage research companies with a long history of undertaking ethnographic studies and with expertise in the area.
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