Ethnography and Observational Research

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Ethnography and Observational Research

• Johanna Shapira
• Director, Head of Ethnography, Ipsos MORI

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Ethnography expanding the reach of research
Ethnographic research is unique in that enables
an empathic response to research - perhaps best
understood as walking a mile in someones
shoes. While other research methods can help
describe the experience as it is reported,
ethnography brings the actual experience of the
subject back to inform findings. Often times,
ethnography is used when there is no other
practical way to understand what respondents are
going through. -Kay Cook, University of
Melbourne
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ethno (people) graphy (to write)
Ethnography is the description of specific human
cultures and is the foundation of
anthropological knowledge.

• The key difference between ethnography and other
  qualitative approaches is its emphasis on
  observation.
• Analysis yields patterns of actual behaviour
  rather than reported behaviour
• Ethnographic studies are characterized by
  immersion into the lives of subjects, from hours
  to weeks to years at a time.

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Policing and consumer insight
Ethnography can ask big questions about
consumer behaviour that can inform strategy,
communications and interventions by putting
behaviour in context of the real lives of
consumers.

• We need to assess areas of unmet needs and
  identify gaps in our offering.
• Research Objectives To understand the target
  audience in terms of demographic, behavioural and
  attitudinal segments
• We need to thoroughly understand the influence
  of life stages on purchasing and how to target
  messaging (brand and in-store) to each. Research
  should encompass the entire customer journey.

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Using Ethnography to understand customer
experience
Ethnography works best when certain kinds of
questions are present

• Knowledge Needs
• Where do perceptions begin?
• What environment surrounds the subject?
• What is the experience of the subject?
• What are the moments of truth?
• What messages (beyond my own) is the subject
  receiving?
• What other relationships are influencing the
  subject?
• What are the unmet (unknown/unarticulated)
  needs?
• Is there opportunity to communicate/design
  products in different ways/times/spaces?

• Ethnographic Study Types
• Consumer exploratory
• Day in the Life
• Product usage/retail experience
• Consumer segmentation
• Strategy validation
• Customer journey (moments of truth)
• Product/Service design
• Longitudinal studies
• (behaviour change over time)

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Ethnography in action (TBC)
Case studies

• 1. The Met Police Understanding Anti-Social
  Behaviour
• 2. Lewisham Council Pepys Estate Youth Maps
• 3. Gypsys and Travellers
• 4. Binge Drinking in S.W. Essex