What is Ethnography?
Context-Based Research Group, established in 1999 combines the qualitative research skills of cultural anthropologists and the communications and business strategy of marketing experts.
Building on the approach of our discipline of cultural anthropology, Context ethnographers go into people's home, work and play environments. We listen to people's stories, watch what people do on a day-to-day basis, and turn what we discover into actionable ideas, innovations and applications. Context ethnography brings clients closer to the actual experience of their customers, which was the goal that we outlined when we began the company and what we strive for in every project.
But what makes Context different?
Our anthropological perspective and analysis. Our PhD anthropologists design our studies using an approach similar to traditional anthropological fieldwork with the goal of immersing ourselves in the lives of the people we study. Knowing that we don’t always have years to spend with people, we have developed tools to help us interpret behavior over an extended period of time. We then continue to weave our anthropological expertise into the analysis phase drawing from cultural anthropological theories that help to explain behaviors. The end result is a much deeper understanding of your customer, your product and brand and how these forces interact.
Our ethnographic research includes a variety of methods and reporting options. Recent clients include product design teams; Fortune 500 companies; large marketing and communications agencies; strategic consultants and research companies. In each case, we tailor ethnographic research to client needs and deliver fresh insight, leading to innovations that help our clients plan strategically and develop stronger customer relationships. As an ethnographic research and consulting firm that employs cultural anthropologists located around the world, Context has the global reach and insider knowledge to translate consumer behavior into powerful business strategy.