Ethnography enables empathetic understanding that data alone cannot.
Ethnography reveals habits, behaviour patterns and shared cultural meanings that are easily overlooked because we are so close to them. It paints pictures that reflect people's complexity and tells stories that everyone can relate to on really human terms. This way, stakeholders from different departments are able to share a common yet profound understanding of their consumers. We use photography, narratives and visually rich video profiles to showcase real-world context and user experience that leads to breakthrough thinking.
We have produced video ethnographies for Jim Beam, TAC Victoria, Schweppes, Colgate and many more.
Your ethnographic approach helped the Roads and Traffic Authority to truly understand not only what young drivers thought about their cars and the road, but also how they lived their lives, how they related to their friends, the language they used and much more.
Theresa Fairman - RTA