Our pragmatic approach allows clients to gain a window into the lives of consumers by adhering to the following principles and techniques:

• Rigorous screening so we understand the respondents “ background story” before meeting with them
• Empowering respondents with programme objectives, and not being afraid to “go with the flow” concentrating on the elements of their lives that are of most interest
• Using statement selection exercises to give us a short-cut to a raft of behaviours, perceptions and attitudes – and similar techniques that allow individuals to express themselves easily and without constraint
• Using homework, scrapbooks, paper diaries, online diaries, Pickles app, video diaries – so ethnography respondents can evidence behaviours, perceptions and attitudes when we’re not with them
• High volume, focused contact – multiple reconvened meetings, regular contact to build trust and rapport, and ‘contextual observations’ – capturing film evidence where appropriate
• Carefully selecting respondents with whom to ‘deep dive’ further
• Defining and agreeing the relevant ‘contexts’ and settings for each respondent meeting – the situations that define them, their natural habitats
• Using consultation channels that the respondent is comfortable and confident with – whatever their ‘normal’ is

We use ethnography for identifying product / service development opportunities, informing design of products / services, to support segmentation and to better understand customer journeys / experiences. We often produce high quality films to support the story of the insight.