Ethnography (anthropology fieldwork) is about building rich, insightful portraits of how people make sense of and navigate their lives. Video, audio, photography and written reports are used to share these insights.
Some companies want insight into their customers, or into potential new markets.
Other people want insight into the culture of their own organisations.
You get real-world understanding of people on their own terms, rather than as lab specimens divorced from their 'habitat'.
There’s also scope for wider cultural analysis which positions the specifics of research into the broader social landscape.
You end up getting much closer to what people do and think, rather than what they say they do and think.
If you're interested in talking to me about anthropological research with your organisation, drop me a line at