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.

Published by gavinjohnston67

Take an ex-chef who’s now a full-fledge anthropologist and set him free to conduct qualitative research, ethnography, brand positioning, strategy and sociolinguistics studies and you have Gavin. He is committed to understand design and business problems by looking at them through an anthropological lens. He believes deeply in turning research findings into actionable results that provide solid business strategies and design ideas. It's not an insight until you do something with it. With over 18 years of experience in strategy, research, and communications, he has done research worldwide for a diverse set of clients within retail, legal, banking, automotive, telecommunications, health care and consumer products industries.

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