Immersive Research – Case studies & Sector expertise

We offer an unfiltered view of people and culture. Discover our Immersive Research solution.

Case studies | Sector expertise

Case studies

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

Ethnography | IpsosMaking ends meet

What drives consumer and SME financial management, trust and decision making?

How consumers and SMEs manage their money is complex and emotional. This short film highlights the key influences, and demonstrates how life events, political climate, trust and upbringing shape relationships with banks and financial outlooks in general.

Ethnography | IpsosLife of an SME

Small businesses are the driving force of Europe's economy, but what drives them to success?

A technology giant needed to find ways to connect to some of the smallest, most agile businesses across Europe to help improve products and create more resonant communications. This study celebrates the diversity of SMEs across Europe, the personality of the startup, and the success of the ambitious working mum.

Bill and Melinda Gates Foundation | Ethnography | IpsosBill 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 pace of development in India and Africa means that many of the people at the ‘base of pyramid’ will be middle class by 2025, yet this development has not been mapped. The Gates Foundation commissioned ethnographic research to look at current behaviours, to figure what tomorrow’s consumers will want and need.

Ethnography | IpsosPimp my ride

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

Technology saves us time in our lives, whilst also appealing to our playful side too. So what happens when you put technology into a car? We spent the day with a Tesla driver to see what people want from the most technologically advanced cars on the market.

NHS England | Ethnography | IpsosNHS 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.

Our research provided insight into how NHS England could help young adults, families, and carers living with or supporting those with long-term health conditions. This particular film investigates life as a young person with kidney disease, which demonstrates the need to put patients needs first.

Ethnography | IpsosNew 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?

In the often uneasy transition to parenthood, how do people navigate their new financial situation, their ever-changing leisure activities, and the products and brands that they need? This case study identifies how brands can create comfort in a world of uncertainty, in helping new parents make easy, quick decisions, leaving them to concentrate on the more complicated parts of being a new mum or dad.


Sector expertise

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

Consumer products | Ethnography | IpsosConsumer products

Mapping behaviour, changing behaviour

We specialise in analysing and changing behaviour. Certain biases and heuristics can make people act ‘irrationally’, and by identifying these in ethnographic research, we can help our clients change consumer behaviour. Our approach to FMCG research is to focus on the individual and the context in which they live, in order to establish how products could realistically fit into their lives.

Healthcare | Ethnography | IpsosHealthcare

Putting the patient first

Our ethnography allows pharmaceuticals to become more patient-centric and uncovers meaningful and profitable ways for their brand to enrich people’s lives. We specialise in patient ethnography, using principles from medical anthropology. We help clients understand disease impact on everyday life, disease management, the patient journey, medication usage, and unmet patient needs. Our research guides the development of patient support services.

Automotive | Ethnography | IpsosAutomotive

Researching the future of mobility

Disruption in the automotive industry – electrification, automation and shared mobility – is not new. But designing for the future driver, owner, or rather, user, is becoming increasingly challenging. Our approach goes beyond what people are telling us about their own future: it observes their present day behaviour to see what is possible and what is not. Learning from those ahead of the curve about their journeys and their everyday lives allows us to better predict future habits.

Financial services | Ethnography | IpsosFinancial services

Bringing the customer into the boardroom

Both consumers and small businesses follow automated, subconscious processes when making financial decisions. These are not easy to verbalise to an outsider. To capture a complete picture of the influences behind their thinking, we examine their financial behaviours as well as their wider lives. Our financial services work has delivered white space for innovations, as well as fundamental insight to improve products and services.