Why Ethnography Matters to Businesses

Ethnography is more than a variety of methods, it is a way of approaching knowledge and understanding the world. This isn’t just a poetic turn of phrase. Ethnography is about looking at the world as a complex system and understanding what elements you can affect.

Uncovering how people internalize…cultural norms gives us insight to what “makes sense.” In other words, ethnography uncovers not only what people do, but why they do it. If you want to understand your product, service or whatever, then you need to think about how it fits into the bigger picture of people’s lives.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s