About

Ethnography is a cluster of qualitative research methods which prioritises the understanding of phenomena in-situ. Ethnographers work closely with participants to understand practices, challenges, aspirations, and spend time contextualising their observation within larger socio-cultural processes.

Increasingly, businesses, governments and not-for-profits are discovering the benefits of ethnographic methods for understanding culture and behaviour, for forecasting trends, and for optimising quantitative research (both in terms of survey design and in the interpretation of results).

The rich and often unusual insights produced by ethnography bring clarity to scattered data points and complexity, and, when done correctly, provide actionable and scalable results and recommendations.