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.
Take a closer look at:
Some particular methods Some particular strengths
Common project deliverables More detail about ethnography
