Ethnography

Long-term immersion in a participant's life

Decision-making based on empathy and real lives

Discover how they navigate inflationary pressures with ethnography.

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

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.

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

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.

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.

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