CFRE Credits Available. Ethnographic research is often used by large corporations to gain insight on the purchase habits and motivations of diverse consumers. Ethnography is still largely undiscovered in the arts and cultural sector, and gardens can benefit from exploring this novel approach to understanding and potentially identifying new audiences. The session will demonstrate how information is gathered, and how outcomes can be used to inform decision-making from a marketing perspective. A review of more scalable qualitative research approaches will also be discussed.
This session has been approved for 1 CFRE Continuing Education credit hour