由于它是对一部电影和电影中所涉及的品牌及其追随者的研究，所以最容易将民族志作为最好的研究方法，可以对研究给出令人满意的答案(Sconce, 2000)。民族志研究的是在一种文化中形成或破坏品牌资产的文化和人们的运动(Morley, 1992)。这种方法很慢，需要深入观察一个人的文化和文化中的人，但它也通过问一些有趣的开放性问题来获取尽可能多的信息。它带来了关于社会和他们所遵循的文化的经验数据。这里的研究问题需要公众的广泛参与，因为他们是詹姆斯·邦德和女王存在的原因。这种方法更多的是观察，提出问题，进行个人采访，观察他们对詹姆斯·邦德这个角色以及扮演这个角色的人的态度变化。之所以要利用人们的采访，让他们回答自己对詹姆斯•邦德的看法，主要是为了在理解这个品牌和这个人受欢迎的原因方面寻求一些清晰的思路。为什么詹姆斯·邦德受欢迎，以及是什么让他受欢迎，这些都是需要回答的重要问题，以及为什么要找出究竟是詹姆斯·邦德受欢迎，还是整个受欢迎都是因为扮演詹姆斯·邦德的那个人。因此，了解这种内省是很重要的。
Since it is the research of a film and the brands involved in the film along with their followers, it is easiest to include ethnography as the best research method which can give satisfying answers about the research (Sconce, 2000). The ethnography involves studying the culture and the people’s movements within a culture which makes or breaks brand equity (Morley, 1992). The method is slow and involves deep observation of one’s culture and the people of the culture, but it is also clubbed with asking interesting and open ended questions to extract as much information as possible. It brings in empirical data about the society and the culture being followed by them at large. The research question here requires a large participation from the public as they are the ones who are the reason for the popularity of James Bond and the Queen to exist. The method is more of observation, asking questions, taking personal interviews, observing their attitudinal changes towards the character of James Bond and the person enacting the character. The reason for using people’s interviews and getting them to answer about their thoughts on James Bond is primarily to seek some clarity in the understanding of the reason of the popularity of the brand and the person. Why is James Bond popular and what makes him popular are important questions to be answered, as well as the reason to find out if only James Bond is popular or the entire popularity is due to the person acting as James Bond. Thus, it is important to find out about this introspection.
The research question requires the participation of public at large, as they are the ones who makes the brand valuable and also have the power of withdrawing from the loyalty of the brand. The viewers are the king in deciding the equity of a brand, whatever the nature of the brand (Priest, 2010).
The data required will be of primary type which will give the best knowledge about the brand and how they are actually elevated in the market. This is because the data coming from the fans of the brand itself will be of immense value when ethnographic studies are being conducted. The data of this research will come from two sources, personal interview of people who are aware of the brand and are following it, and questionnaire reverts sent to participants who are living far through the medium of emails. The questionnaire set of participants will be very large and comprise of the maximum number of participants. The data thus collected from these two sources will have to be analysed for better understanding the research question.