Ethnography as an academic discipline is increasingly adopted by strategists and researchers to help them approach and solve strategic problems. But what is it? How does it relate to the every day practice of planning and strategy, and what are the key principles that you can apply?
This half day workshop seeks to demystify ethnography and ethnographic research, outline what you can achieve with an ethnographic approach and give you the tools and frameworks you need to apply it to your brand thinking and research design.
The workshop will include:
Introduction to the principles of ethnography, frameworks for understanding social structure and application to strategy
Working on a live brief
Understanding and applying ethnographic research design
Designing ethnographic encounters
Principles of behavioural observation
Using VR in the workshop to observe a variety of social environments
It is designed to be highly interactive with plenty of opportunity to have a go at applying the theories you learn and getting feedback
We have designed this programme in partnership with Jim Mott and Emily Gilllingham of BAMM who will be running the workshop. There will be an opportunity at the end of the session to discuss your own projects with the team, and get some hands-on advice