[WEBINAR] Ethnography Research

Expanding the reach of market research

Friday 7th December 2012

As markets become more complex and competitive, brands are looking for more in-depth insights about consumers, their environments and interactions, which can be difficult to capture using traditional market research tools.

Ethnography is based on participant observation, meaning that the researcher is in the subject’s environment, observing actual behaviour for an extended length of time, capturing all of the interactions and activities involved in daily life. Ethnography allows deep insight into the contradictory nature of human behaviour. Thus, the focus is on what people really do (actual behaviour) vs. what they say they do (reported behaviour).

It is a fantastic tool to use when there is no other practical way to understand what respondents are going through.

We are delighted to invite you to this latest (and last for 2012!) seminar to learn more about Ethnography, how it works and can be applied to market research, as well as celebrate with us the launch of the Ipsos Ethnography Centre of Excellence in Asia Pacific. So join us on Friday 7th December to learn more and view exclusive footage from recent ethnography projects conducted in Asia Pacific!

About The Speaker

Oliver Sweet – Global Head of Ethnography, Ipsos Ethnography Centre of Excellence

Oliver is an ethnographic researcher with over 10 years experience in both the public and private sector. Since arriving at Ipsos in 2007 he has managed and directed global ethnographic work in the public and private sector for clients such as Unicef, Money Advice Service, the Department of Health, AVIVA, KPMG, Proctor and Gamble, and Reckitt Benckiser.

His work has spanned over 25 countries around the world and regularly writes in the marketing and research publications about the importance of understanding consumers as real people making in-the-moment decisions.