For our next podcast we focussed on the research method critical to Design Thinking: ethnography. Here we explore what ethnography is and its history as a research method. We look at the benefits of ethnography to business and how it can still be conducted during the current lockdown.
For this podcast we interviewed Ethnographer Dr. Katie Gaddini. Katie is a sociologist and a writer. She is a Senior Teaching Fellow in the department of Social Science at the University College London (UCL), and an affiliated researcher at Cambridge University and the University of Johannesburg. She is currently writing a book based on five years of ethnographic research with single evangelical women, to be published by Columbia University Press. At UCL, Katie lectures on ethnography, teaching the methodology and the history.
Ethnography is about understanding a person, a set of individuals, a community, on a very deep level to produce a rich knowledge about them and in turn be able to relate to them better. It’s through understanding what their needs are, that you’re then able to actually affect change or have impact on them.
You can access the podcast below:
If you would like to know more about ethnography, then have a look at our courses, including our Design Thinkers Bootcamp. Bootcamp includes a masterclass and working sessions with Ethnographer Becky Rowe. Becky is a research specialist and the owner and Head of Research at the award-winning strategic research agency, Revealing Reality.
Ethnography can help businesses and companies tremendously. They can get a closer and much more detailed views of what their users and consumers want, need and appreciate, to really help them tailor the product or service to the needs of the consumer.
To find out more or for any other questions, including about our new online courses, please get in touch.