Ethnography

Rethinking wellness: From product category to cultural belief system
Ethnography Publication

Rethinking wellness: From product category to cultural belief system

Discover how wellness is increasingly shaping attitudes towards health, expertise, trust and personal responsibility.
family gathered in living room
Ethnography Publication

What we lose when we only listen and don’t watch

“I simply don’t trust technology and online banking,” John, a policeman from New Jersey, told us during an ethnographic study Ipsos was conducting about online banking apps.
deep listening
Ethnography Publication

Because Real People Tell Little White Lies

View this recorded webinar to learn more about the ethnographic spectrum, with a special deep dive into our award-winning approach to ethnography.
Ethnography Publication

Ethnography

Ethnography is a qualitative research technique, characterized by spending extended periods of time with people. We immerse ourselves in their world so we can observe and understand what they say, what they do and how they do it.