Ethnographic Research

“Voice of the Customer” Ethnographic and Qualitative Research

We have built up a significant track record of ethnographic and qualitative research projects across South Africa, the rest of Africa and Europe. Our network of experienced ethnographic researchers have conducted ethnographic immersions across different countries, industries and customer segments in order to better understand the unmet needs, decision journeys and aspirations of the customer.

Our process allows the “voice of the customer” to filter through the many layers bewteen the customer and the board room, without losing any of the richness of the insights embodied within that voice.

Our method has a proven track record of triangulating qualitative research findings with client quantitative data and converting these findings into rich board room conversations that result in effective and far reaching decisions.