Ethnography: An unfiltered view of reality

Making meaning out of the mundane

Originally used as a method to understand tribes or cultures in distant lands, today it is applied to any culture including our own. Ethnography is used in numerous sectors – from healthcare, financial services and FMCG to automotive – and is so adaptable because of its dedication to interpreting human behaviour.

Despite being one of the oldest fieldwork techniques, it is often characterised as being a new, sometimes innovative, research method in market research.

For more details, see the Ipsos Views paper below. It goes back to basics with a view to presenting a practical guide to the subject area, covering the following issues:

• What makes ethnography, ethnography

• The case of identity theft: What isn’t ethnography

• Making decisions based on ethnographic insight