Ethnography is an off-shoot of the social science discipline of anthropology. It refers to the study of naturally occurring social interactions, behaviors and perceptions.
Unlike other research methodologies, the role of the observer/interviewer is minimal in ethnographic research; allowing them to obtain neutral results from the study.
As the limitations of self-reported market research data become more widely understood, ethnography is poised to become a crucial tool in market research, yielding deep and actionable insights.
Spire has successfully delivered ethnographic research and consulting studies to Global Fortune 500 companies in South East Asia and India in both the consumer and B2B spaces.