Autoethnography

The word autoethnography is a blend of the word ‘ethnography,’ meaning the systematically undertaken description of cultures and individuals and their customs, with ‘auto’ which, when placed before another word, means self. An autoethnography is a self-ethnography conducted by ethnographers themselves concerning their own behaviours, reactions, and beliefs. In the context of consumer ethnography this will take the form of the autoethnographer’s use, purchase, maintenance, evaluation, etc., of the service or product that is of interest to the research project. Autoethnography is a research method, which connects a researcher’s personal story, including broader cultural meanings and political and social understandings,