Posts Tagged ‘ethnography’
Ethnography and Behaviour Change Programs
“If you want to know how a lion hunts, don’t go to the zoo, go to the jungle” (Flemming Ostergaard, Director of global innovation and marketing, Lego). It seems obvious, but if you really want to know what drives someone’s habits and behaviours, you have to take them out of the market research room and [...]
Read more...Being There
‘Being there’ – it’s impossible to recreate. Whether it be a hilarious joke you heard, a lost football match or your morning tube journey; telling your friends about it afterwards just isn’t quite the same. The essence of those moments are often lost in the clumsy ‘she said, he said, we said’ back and forth [...]
Read more...Shoot. Don’t talk.
One Armed Man: I’ve been looking for you for 8 months. Whenever I should have had a gun in my right hand, I thought of you. Now I find you in exactly the position that suits me. I had lots of time to learn to shoot with my left.
Read more...What is ethnography?
They say Ethnography – from Greek ethnos = people and grapho = to write. Ethnography aims to describe a people through writing. It is a scientific research strategy often used in the field of social sciences, particularly in Anthropology. We say Ethnography – to learn what it means to be human. To understand people’s needs [...]
Read more...Is ethnography representative?
I got a call from a junior researcher at BBC radio 4. Would I be interested in going on the show to discuss why companies hire ethnographers “to poke around our lives”? Sure, I said. I was on air from 5.30am to 5.50am. Brutal. One of the questions was “if you’re working with a sample [...]
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