Ethnography

It takes two hands to clap in a relationship, the brand and the person. What much of qualitative market research has done to date is access what the brand does and says. We believe qualitative research should also concern itself with finding out about the people - how individuals interact with brands in their own cultural contexts. The brand's truth is not objective, rather it exists in the relationship that it forms in its interaction with an individual.

Ethnographic research helps us to do this. It takes place at the actual 'site' of consumer behaviour and decisions – in a bar, in a shop, in a gym, in somebody's home. It provides a more holistic and nuanced view of what is actually going on.

  • What We Offer

    We offer a tailored ethnographic component to research which helps us refine our, and our clients', instincts about brands and consumers. From nights out on the town to days in with the PC, from festivals to basketball games to your toilet, we'll be there. The documentary footage we produce is solid, invaluable learning. It uncovers oblique angles on the brand as it exists in real life, which may have not been considered before, and it can really bring a target or issue to life in the boardroom. But we know that the best ethnographic research output – the best video footage - can be meaningless without strong analytical thinking to support it. This is why our offer is more than just footage, it's a whole package.

  • Sample Footage