Who conducts EMR?
Anyone can systematically execute a specific set of ethnographic methods (e.g. direct observation, depth interviewing), and, in practice many people do. EMR can offer the opportunity for advertising agencies and clients working with research suppliers to get directly involved in data collection. In an in-home housecleaning study we conducted, for example, we worked in pairs with advertising agency and client team members. A maximum of two researchers is recommended so as not to overwhelm the participant; having two is also valuable in that two pairs of eyes and ears are better than one. It is important that agency/client researchers are well briefed on EMR and its methods prior to going into the field. For example, some marketing ethnographers spend a half day training agency/team members to ensure appropriate behaviour on site. Students can also be a valuable resource. We initiated developing a network of graduate students living in different markets to conduct the research for a stud
