In chapter 5, Professor Featherman describes the various strategies used in market research in order to gain a more accurate assumption of why their product appeals to its target market and if not, what is inhibbiting the acceptance of their product amonst the target market. One research method discussed by Featherman is the process of ethnographic studies, where market researchers observe of people in their own homes or communities, and how they use the product or product category in question. Since ethnographic study tactics emphasize strict observation, consumers do not feel the pressure of telling a market researcher simply what they want to hear and not their true feelings. One example of an ethnographic study could be the observation of a new brand of beer in a local bar. Market researchers can determine how popular the beer is becoming amongst the community and possibly overhear crucial reactions to the product itself, its packaging, etc. However, in this example it should be noted that market researchers should not give into the temptation of consuming alcohol while researching in order to gain useful information and not end up being an empty-handed hungover employee the next day.
