Ethnography

When it comes to understanding people today, surface level discussions often fail to uncover the real truth. So when we set out to reveal the reality of middle class American families, we went deep — sending in experts from Ipsos’ Ethnography Center of Excellence (ECE) to immerse themselves with families, and tapping into the Ipsos Behavioral Science Center to interpret findings.

During this on demand webinar we illustrate how immersions, which leverage behavioral science and ethnographic principles, offer a glimpse into consumers’ real life.

In a recent study, we explored middle class moms' views of political polarization.

The world of research is changing fast, and qualitative is more important than ever as we seek rich insights to guide action and contextualize big data.

What is, and what isn’t ethnographic research? In fact, there’s more confusion out there than you would expect.

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.

To develop the eCities shortlist, Ipsos assembled a list of all US cities, broken down by population size.

Servicios de investigaciуn cualitativo de Ipsos UU se centra en el segmento creciente de poblaciуn de Estados Unidos

Qualitative Research Suite from Ipsos UU Focuses on Growing Segment of US Population