Ethnography: An Unfiltered View of Reality
Ethnography is a research method made for investigating cultural practices, rituals, consumer behaviour, routines and social norms. It helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, putting behaviour at the heart of our investigation.
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.
In this new Ipsos Views white paper, we go back to basics with Oli Sweet presenting a practical guide to the subject area. He covers:
- What makes ethnography, ethnography
- The case of identity theft: What isn’t ethnography
- Decision-making based on ethnographic insight
The emphasis is on putting investigative fieldwork at the heart of our approach to ethnography, along with rigorous analyses derived from anthropological research.
