School Immersion & Millennials

When we conducted our first school immersion methodology to further investigate our target, we also had the ethnography class with Luisa, and we realised that was what we were doing without noticing, was being active observers of our target, to understand them in their own, natural environment. Luisa showed us in class that Ethnographic research studies the target in its natural context or habitat through passive or participant observation. What qualitative researchers do, is analyze using immersion in consumers lives and spaces to really understand them.

We decided to do observe the target during different times of the day, because we noticed that time was relevant to their behaviour and social interaction at school, and we could observe it was changing during different hours of the day:

The first day we began our observation at exactly 4pm. At that moment, we realised there are more undergraduate students and after 4pm…

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