What defines ethnography is attention to the contexts where your product or service is used. Our approach is straightforward:

• Identify relevant issues to your business goals or challenges
• Select the kinds of contexts that will provide insight to those goals
• Observe and describe the people, spaces, objects, technologies, etc. central to your product or service
• Interview and participate in activities with participants and relevant others in their social networks
• Create self-reflexive exercises that allow participants to become research collaborators (video/online diaries or journals, “reality” videos, product histories, mapping or drawing exercises, collaging, etc.)
• Use traditional qualitative methods (focus groups, individual depth interviews, phone interviews) to refine issues or help achieve more tactical objectives.

We then analyze this data using an approach grounded in anthropological theory that identifies the key patterns and meanings underlying the use of your products or services (and those of your competitors).