Our credentials?

Real Ethnography is a full member of the Australian Market and Social Research Society (AMSRS). Nick Agafonoff (company director) is also a member of the Independent Researchers Group (IRG). Over the years he has been an active contributor to the broader research community through the following 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.


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