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.
Adapting ethnographic research methods to ad hoc commercial market research
Qualitative Market Research Journal: An International Journal – 2005
Some good tips for those starting out in the field.
Memberships & Research Affiliations
AMSRS (Australian Market & Social Research Society)
EPIC (Advancing the Value of Ethnography in Industry)