What is Ethnography?
Very simply, ethnography is the research approach used by cultural
anthropologists when studying groups of people. It involves four
When should a company use ethnography?
- Participant Observation. Ethnographers
spend time with people as they go about their daily lives,
learning how they live by actually doing what they do.
- Natural Setting. Ethnography is conducted in the
space where participants actually live, work and play, not
in a separate research facility.
- In Their Own Words. Ethnography research findings
are delivered in the words of the participants, using their
language and intonation.
- Holism. People's actions and thoughts are influenced,
directly or indirectly, by absolutely everything in their
lives. Ethnographers stay open to all potential connections.
There are a variety of reasons why and
when a company chooses to use ethnography. Please click
here to review some of the more popular reasons. If you do not see your specific situation
listed but would like to discuss it, please contact
What is a Cultural and Media Sweep?
Cultural and Media Sweeps are broad studies of media and public displays related
to a particular subject, including an inventory of communication materials and
a photo essay capturing public imagery and behavior.
What is Shadowing?
Shadowing involves spending time with participants as they go about their daily
lives, observing and interviewing them with respect to the subject under study.
What are Emotional and Behavioral Landscapes?
For Emotional and Behavioral Landscapes, participants use a diary-like tool
(sometimes including a visual prompt) to keep track of their behaviors and feelings
over a period of time. Usually these include both general behaviors and feelings,
as well as references to specific rituals and events related to the study topic.