Ethnographic research explores what people actually do rather than what they say they do. We go to where the people are – their home, workplace or some relevant ‘third space’. It's an effective way to build a deep understanding of customers, to identify unmet needs, and to create a foundation for compelling product and service innovation. Only by understanding current experience is it possible to identify opportunities to transform it.

Our data collection techniques include observation, video and photography, diary keeping, shadowing and in-depth, in-context interviews.

Ethnographic research allows us to uncover insights that are not accessible through other techniques such as focus groups and quantitative surveys. See our white paper When to use ethnographic research and article where we are quoted in the FT.

---

Previous | Next