Ethnography in business

The latest article to describe the way that ethnography is used in business…

Once chosen, subjects agree to allow videographers to follow them for a day or longer, documenting the minutiae of everyday life and gathering information on everything from emotional engagement with a product to environmental cues on its place in the home and the psyche of the user. After an initial awkwardness, the camera typically seems to fade away, allowing an extraordinary candor. ‘There’s something really incredible about someone asking you to tell your story for eight hours,’ says Shapira. ‘It can almost become a confessional experience for people.’


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