Commercial Ethnography and the Production of Practice

This paper examines the role that ethnographic research methods play in commercial market research studies. Through our own ethnographic approach, we investigate how commercial ethnography firms and commissioning clients construct consumer knowledge during the course of a commercial engagement. The importance of this research is to explore the ways in which the practices associated with a commercial ethnographic engagement generate new forms of consumer knowledge. Our research seeks to make a contribution to those ethnographic studies within the field of marketing that highlight the roles marketing activities play in the production of cultural meanings and how a practice based approach to understanding sheds light on how organizations construct practice in order to generate new cultural meanings within the consumer marketplace.


Alex Thompson (2011) ,"Commercial Ethnography and the Production of Practice", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 445-446.


Alex Thompson, University of Exeter, UK


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More


The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More


Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.