By Stacy Graiko
On 04/28/2010
When you find yourself in a danger zone doing in-home consumer ethnography
We’ve just concluded a lengthy ethnography study on foods and snacking. The field team has been de-briefing on our collective experiences across US markets and a story has emerged about a potentially risky ethno location one of our researchers encountered while in LA. While our recruiting partners make every effort to properly screen ethno participants, they simply aren’t always able to anticipate every potential issue. This one in particular involved a consumer living in a boarding house in neighborhood that looked and felt unsafe to the researcher assigned to the ethno.
