Ethnography: an unfiltered view of reality
Ethnography is a research method made for investigating cultural practices, rituals, consumer behavior, routines and social norms. It helps identifying previously unseen opportunities through looking at people’s world in a new way, through putting behavior at the heart of our investigation.
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, FMCG, and automotive – and is so adaptable because of its dedication to interpreting human behavior.
In this paper, we go back to basics with a view to presenting a practical guide to the subject area. We cover:
- What makes ethnography, ethnography.
- The case of identity theft: What isn’t ethnography
- Making decisions based on ethnographic insight
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