Ethnographic research helps to have a better understanding about consumer character and behavior-attitudes, perceptions and philosophies that drive their decisions. To observe people in their natural habitat providing a detailed manner of information about their daily life which if interpreted can help business in a number of strategic ways. An online ethnographic studies continues for about 10 days as well as it can continue for several weeks where a participant will be spending a total of 2-3 hours per week providing detailed answers and commenting on other participant’s response. This approach generates a deep inner level of depth, quality insight reflecting detailed description of a participant’s routine, thought and experiences which are relevant over explaining their usage and purchasing decisions.
