Ethnographic research is broad in scope, so the questions it answers are equally as broad. Ethnography is often used in the discovery phase of a project. Some examples of questions that ethnographic research can answer include:
- How long do people typically spend at each of the resort’s amenities?
- How is length of time for an activity influenced by age? By psychographic type? By total spend?
- Which guest types tend to eat on-site at the resort vs. eating out every night?
- What are the typical traffic patterns through the resort of a young family?
- Where do guests appear to have the most needs for small products that could be delivered instantly by staff?
- What attributes are observed in guests that tend to require the most attention by staff?
- How could better information resources play a role in satisfying guests?
Copyright 2010, Paul Bryan, Usography Corporation (http://www.usography.com)
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