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Ethnography Centre of Excellence
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An unfiltered reality of people and their culture, communicated through film.
 

Ipsos' Ethnography Centre of Excellence provides an unfiltered reality of people and their culture communicated through film. We are an award-winning team of anthropologists, ethnographers, sociologists, filmmakers, and market researchers dedicated to the empathic understanding of in-situ behaviour of consumers, patients and members of society.

Case Studies

We believe in good ethnography. Please take a look at some of our work.

Obesity: an Empathy Blind Spot

Thought leadership to shed light on the obesity blind spot

Data lives and privacy

Helping the ICO understand how data privacy is experienced, worried about and protected

Hysterical Health

Unpicking the cultural beliefs that shape women's healthcare

Sport England - COVID-19 Ethnography

Unpicking sport, exercise and wellbeing during the pandemic

Making ends meet

What drives consumer and SME financial management, trust and decision making? This short film brings to life some of the hidden influences.

Life of an SME

Small businesses are the driving force of Europe's economy, but what drives them to success? This study highlights how to connect with ambitious SMEs across Europe.

Bill and Melinda Gates Foundation: Tomorrow’s consumers

Over 45% of the world lives on $2 a day, yet by 2025 may of them will be middle class. The Gates Foundation wanted to understand what this transition will look like.

Pimp my ride

Technology is shaping the automotive industry. But how are car manufacturers like Tesla leading the way?

NHS England: Supporting young adults

Living with a chronic illness is difficult, especially for children and young people. NHS England used ethnography to understand how to improve the lives of this group.

New families: Priorities and spending

A change in lifestages prompts a change in product and brand choice. But what does this looks like amongst the aspiring middle class?

Methods and Approach

How do we bring culture to life?

Principles of Anthropology

Using social science to uncover the unconscious, interpret behaviour and decrypt culture.

Digital Ethnography

Long-term immersion in a participant's life

Face-to-face Ethnography

Total immersion in the life, culture and social network of your audience

Cultural Insight Network

Experts and thought leaders, focussed on your brand

Community Ethnography

The insider's perspective

Place-based Ethnography

Understanding physical spaces and the people who use them

Sector Expertise

We tailor our ethnography to your business. We have developed an approach for each of our key sectors.

Consumer Goods and Services

Mapping behaviour, changing behaviour

Healthcare

Putting the patient first

Travel and Automotive

Researching the future of mobility

Financial Services

Bringing the customer into the boardroom

Social Research and ESG

Decision-making based on empathy and real lives