When trying to understand why its customers might tattoo the brand name on their bodies, Harley Davidson might turn to
A) focus groups.
B) ethnography.
C) depth interviews.
D) online surveys.
E) customer satisfaction surveys.

Question

Quizplus · Accepted Answer

Ethnography involves observing and immersing oneself within a culture or community to better understand their behaviors and motivations. In this case, Harley Davidson may want to conduct ethnographic research to understand the subculture of their most devoted customers and why they choose to permanently tattoo the brand name on their bodies. This approach would provide a more in-depth and nuanced understanding than traditional market research methods such as focus groups or online surveys.

When Trying to Understand Why Its Customers Might Tattoo the Brand