Understanding the Human Journey
Ethnography for the Business World

Research
Our anthropologists are experts in ethnography. We have academic training, years of fieldwork, and extensive experience applying anthropology to customer and patient-centered research. Where there’s a question about customers—their behavior, needs, and desires—we will answer it, absolutely.

Training
After 15+ years in the field of customer insights, we are uniquely qualified to train teams in the adoption of a customer-centric mindset and in using ethnographic principles and tools for insights gathering, analyzing customer experience, and engaging the customer.

Strategy
Once you understand the customer journey, what comes next? We help transform customer insights into business action, facilitate alignment throughout the organization to achieve full impact, and lead innovation sessions to discover new directions.
Customer Engagement Training
Workshops that empower teams to build a culture of customer centricity

EI Blog
Patient-Centricity & The Covid Pandemic: A Conversation with Victor Montori, MD
In a thought provoking discussion with renowned Mayo Clinic endocrinologist, Victor Montori, MD, I explored a range of topics about the current Covid-19 is shaping the current moment. Our riveting dialogue examined whether or not the crisis represents a turning point for a “patient revolution for careful and kind care.”

Ethnography News
Chief Culture Officer, Grant McCracken, Basic Books, A Member of the Perseus Books Group, (2009)
“The CCO [Chief Culture Officer] must be prepared to admit ignorance and ask naive questions. And this takes a certain humility. There are no fixed questions in an ethnographic interview. This is because the method is designed to proceed opportunistically, to capture the unknown unknowns…. The ethnographic interview is adaptive.”

Publications
Wake the Town and Tell the People: Dancehall Culture in Jamaica, Norman C. Stolzoff, Duke University Press (2000)
“Based on 18 months of fieldwork in Kingston, Jamaica, this is the best kind of scholarly writing—careful research driven by a fan’s consuming passion. . . .”
Rob Kenner, Vibe Magazine