1. A method of arranging media files for ethnographic research, comprising: storing in a database a plurality of electronic media files each including a digital photograph or a video clip of an interview of a human participant being photographed or video-recorded under observation or questioning by a researcher in connection with a market research study; using a controller, associating with each of at least some of the electronic media files one or more distinct interpretive tags, each of the interpretive tags being a data element stored in the database and indicative of an observed behavioral, attitudinal, or emotive characteristic of the human participant; receiving, using the controller, (a) a selection of at least a selected one of the interpretive tags or (b) a query that is run on the database including the interpretive tags; producing a search result responsive to the receiving, the search result including a subset of the electronic media files, each of at least some of the subset of electronic media files being associated with at least one of the interpretive tags or with the selected one of the interpretive tags; causing to be displayed on a display device a representation of the search result as a plurality of thumbnail images, each of the thumbnail images corresponding to a digital photograph or a video clip of corresponding ones of the subset of the electronic media files; and causing to be displayed on the display device a plurality of related tags associated with the subset of electronic media files, wherein at least one of the related tags includes an interpretive tag.