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What is ethnographic research?
What is ethnographic research?
What is ethnographic research?
What is ethnographic research?
Ethnographic research, rooted in early 20th-century anthropology through pioneers like Zora Neale Hurston and Bronisław Malinowski, helps social scientists understand people's experiences in real-life settings. It's like having a friendly conversation in your natural environment—your home, workplace, or community. Our researchers observe how you naturally interact with products and services in daily life, capturing authentic behaviors and uncovering insights that traditional research methods often miss. This approach reveals needs and challenges that participants might not consciously recognize themselves
Ethnographic research, rooted in early 20th-century anthropology through pioneers like Zora Neale Hurston and Bronisław Malinowski, helps social scientists understand people's experiences in real-life settings. It's like having a friendly conversation in your natural environment—your home, workplace, or community. Our researchers observe how you naturally interact with products and services in daily life, capturing authentic behaviors and uncovering insights that traditional research methods often miss. This approach reveals needs and challenges that participants might not consciously recognize themselves
Ethnographic research, rooted in early 20th-century anthropology through pioneers like Zora Neale Hurston and Bronisław Malinowski, helps social scientists understand people's experiences in real-life settings. It's like having a friendly conversation in your natural environment—your home, workplace, or community. Our researchers observe how you naturally interact with products and services in daily life, capturing authentic behaviors and uncovering insights that traditional research methods often miss. This approach reveals needs and challenges that participants might not consciously recognize themselves
Ethnographic research, rooted in early 20th-century anthropology through pioneers like Zora Neale Hurston and Bronisław Malinowski, helps social scientists understand people's experiences in real-life settings. It's like having a friendly conversation in your natural environment—your home, workplace, or community. Our researchers observe how you naturally interact with products and services in daily life, capturing authentic behaviors and uncovering insights that traditional research methods often miss. This approach reveals needs and challenges that participants might not consciously recognize themselves
Why in-person?
We believe that understanding people happens best face-to-face. While we recognize some may have concerns about in-person interviews, we take every precaution to ensure your comfort and safety during our time together. The magic of ethnographic research happens when we can see your environment, observe your natural behaviors, and catch those small but meaningful moments that might get missed in an online survey or video call
Why in-person?
We believe that understanding people happens best face-to-face. While we recognize some may have concerns about in-person interviews, we take every precaution to ensure your comfort and safety during our time together. The magic of ethnographic research happens when we can see your environment, observe your natural behaviors, and catch those small but meaningful moments that might get missed in an online survey or video call
Some of your favorite everyday products came to life because of people just like you who participated in ethnographic research
Some of your favorite everyday products came to life because of people just like you who participated in ethnographic research
Some of your favorite everyday products came to life because of people just like you who participated in ethnographic research
Some of your favorite everyday products came to life because of people just like you who participated in ethnographic research
GoGurt
Remember when yogurt first became portable? Before GoGurt hit the shelves in 1999, researchers spent time with families during their morning routines. They discovered that while parents wanted their kids to eat nutritious yogurt, mornings were chaotic, and traditional yogurt cups were too messy for on-the-go eating. By watching real families navigate real mornings, Yoplait created the squeezable tube that revolutionized breakfast for busy families everywhere
GoGurt
Remember when yogurt first became portable? Before GoGurt hit the shelves in 1999, researchers spent time with families during their morning routines. They discovered that while parents wanted their kids to eat nutritious yogurt, mornings were chaotic, and traditional yogurt cups were too messy for on-the-go eating. By watching real families navigate real mornings, Yoplait created the squeezable tube that revolutionized breakfast for busy families everywhere
Netflix
Ever wonder how Netflix seems to know what you want to watch? Ethnographic researchers spent time in people's living rooms, observing how families made entertainment choices together. They noticed how people described shows to each other and how viewing decisions were negotiated. These insights helped create recommendation algorithms and interfaces that feel surprisingly intuitive
Netflix
Ever wonder how Netflix seems to know what you want to watch? Ethnographic researchers spent time in people's living rooms, observing how families made entertainment choices together. They noticed how people described shows to each other and how viewing decisions were negotiated. These insights helped create recommendation algorithms and interfaces that feel surprisingly intuitive
