Immersive Research – Ethnogaphy, Immersions and Empathy
Ipsos UU - Qualitative

Immersive Research – Ethnography, Immersions and Empathy

An unfiltered reality of people and their culture communicated through film.


Ipsos' Ethnography Centers of Excellence (ECE) provide an unfiltered reality of people and their culture communicated through film. This award-winning team of anthropologists, ethnographers, sociologists, filmmakers, and market researchers are dedicated to the empathic understanding of in-situ behavior of consumers, patients and members of society. Skilled at uncovering opportunities and barriers in regard to habits, cultures, and practices, this team is trained to build relationships, enabling the exploration of the “what” and “why”. Life hacks, workarounds, unmet needs, regional differences, generational considerations, socio economic factors, and more are authentically observed.

Our distinctive methodology follows three key steps:

  1. Embed in real life where everything is filmed over an extended period of time
  2. Analyse the subjects using film as data through multiple lenses
  3. Deliver a report, a presentation, a workshop and production quality films to demonstrate key behavioural insights

Our Digital Ethnographies apply the same principles and skill sets to the online environment. Participants film a mix of active and structured tasks and document on camera emotional thoughts and moments in real time.

Case studies | Sector Expertise

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