ethnography

Ethnography
Ethnography is a research method that involves participating in and observing people's lives and social contexts. It provides an in depth understanding of people: their cultural and symbolic frameworks, their activities and their values.
But ethnography alone is not enough. It is critical to make sense of the ethnographic understanding and transform it into outcomes that clients find useful.
Instrata has been involved in developing the analytic methods needed to "make sense" of the research. We use structured analysis techniques to deliver insights, profiles, audits and maps, personas, segmentations, and opportunities that clients can use in their organisations.
Instrata can go further. We can take the analysis to the next stage and develop an experience framework or model, which is a representation of how the experience is organised for people. A framework is used to identify strategic directions for new products, services or strategies, and not simply point solutions. It maps the opportunities to improve current products and identify new ones.
Instrata offers over 20 years experience of carrying out ethnographic studies of different contexts such as work lives, homes, mobility and online activities. We bring our knowledge and experience to each new study.
You need ethnographic research to inspire the creation of new market propositions and new product opportunities