Ethnography means trying to understand behavior and culture by going out and talking to people wherever they are, while they're doing whatever it is they do. It means entering someone's world for a while, be it a couple of hours or a couple of days, or like our anthropological forefathers and foremothers, a couple of years.
A major difference between ethnography and other types of research is the depth and intimacy of our work. We get up close and personal to our research participants. We spend time with people in the natural context of their daily lives. We talk to individuals and families about broader issues. We watch the world with a wide-angle lens. We watch, we listen, and we learn, and we do all of this in the context of where the action normally occurs: in their home, at their work, at the local gym, wherever.
We don't go into the field with too many preconceived notions or with a script. We let the people we talk to lead the way. They tell us what is important with their words and their actions. Because of this, our results are much more vivid and real. Our findings are oils compared to the watercolors provided by focus groups, richer and deeper than those produced by more traditional methods. Our clients find our insights not only actionable, but hard-hitting and memorable.
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