Publications

Doing Anthropology in Consumer Research
Left Coast Press, CA – March 2014

An essential guide to the theory and practice of implementing ethnography in consumer research contexts: Rita Denny and Patricia Sunderland (editors). Chapter: ‘Ethnography Guiding Brand Strategy: Rum and Real Blokes’.

Two views on online ethnography: what is it and how is it applicable to solving marketing problems?
Research News – March 2012

A good discussion on the merits of online ethnography and netnography by Charlie Cochrane and Nick Agafonoff.

When trace evidence is presented as ethnography
AMSRS Conference Presentation – 2012

Explicating the difference between documentation of trace evidence video footage and fully interpreted video ethnography outputs.

Webinar – Ethnography 101: Tapping the Emic
New MR Festival Training Day – October 31, 2011

The opportunity for ethnography is to explore lived experiences from subjective vantage points.

Research gets deep
The Australian – August 8, 2011

An article about Nick Agafonoff written for The Australian newspaper by Brendan Shanahan.

Introduction to Video Ethnography
New MR Festival – May 26, 2011

A good webinar for those wanting to understand the theoretical fundamentals of video ethnography.

Ethnography – from buzz word to swear word
Research News – May 2006

Discussing pretenders versus genuine ethnographic practitioners.