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L’ethnologie dans le marketing

Author

Listed:
  • Sandrine Prevot

    (CEIAS - Centre d'Études de l'Inde et de l'Asie du Sud - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique)

Abstract

Marketing consultancy companies are currently resorting increasingly to ethnology in order to carry out « ethno-studies » or « ethnographic studies ». This interest is related to changes in consumer behaviour and the need to find new methods of inquiry to help companies improve their commercial strategies. This type of study is a method of data collection which privileges the observation of an individual in the place where they consume or buy. It is a reformulation of participant observation by marketing. This method does not however imply an anthropological analysis of the data, and the ethnologist's skills are not perceived as necessary. For the consultancies, academic analyses are in effect ‘too' theoretical and are not directly related to the concrete responses expected by the companies.

Suggested Citation

  • Sandrine Prevot, 2007. "L’ethnologie dans le marketing," Post-Print hal-01443852, HAL.
    • Handle: RePEc:hal:journl:hal-01443852
    Note: View the original document on HAL open archive server: https://hal.science/hal-01443852
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