Emic, the insider view, is focused

Emic, the insider view, is focused on culturally-bound data and gets at how people within one culture think, perceive, and understand their world. This approach allows for a description that is meaningful to the person within that culture. Etic, on the other hand, is based on generalizations and observations made from the researcher (anthropologist, market researcher, etc.) that are assumed to be applied across cultures. This is where we get the insider and outsider distinction. In reality, emic vs. etic isn’t a dichotomy (not mutually exclusive) and can be used to varying degrees in the same project (more on this at the end). I’ve summarized some of the pros and cons of emic and etic approaches in the chart at the end of this post, but it is good to remember that the real strength is often in integrating the two.

As I’ve said above, the approach a research project takes ultimately depends on the objectives and insights you want to achieve. An emic approach might be good for studying one culture in detail to learn how they perceive, act, or experience a product or service. On the other hand, an etic approach might be valuable when attempting to compare one or two characteristics across multiple cultures such as the use of make-up products or shoe purchasing behaviors.

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Emic, the insider view, is focused on culturally-bound data and gets at how people within one culture think, perceive, and understand their world. This approach allows for a description that is meaningful to the person within that culture. Etic, on the other hand, is based on generalizations and observations made ​​from the researcher (anthropologist, market researcher, etc.) that are assumed to be applied across cultures. This is where we get the insider and outsider distinction. In reality, emic vs. etic is not a dichotomy (not mutually exclusive) and can be used to varying degrees in the same project (more on this at the end). I've Summarized Some of the Pros and cons of Etic and emic approaches in the Chart at the End of this Post, but it is good to Remember that often the Real strength is in integrating the Two. As I've said above, the. approach a research project takes ultimately depends on the objectives and insights you want to achieve. An emic approach might be good for studying one culture in detail to learn how they perceive, act, or experience a product or service. On the other hand, an etic approach might be valuable when attempting to compare one or two characteristics across multiple cultures such as the use of make-up products or shoe purchasing behaviors.