Understanding the Human Journey
Ethnography for the Business World
Our anthropologists are experts in ethnography and user experience research. We have academic training, years of fieldwork, and extensive experience applying anthropology to customer insights research. Where there’s a question about customers—their behavior, needs, and desires—we will answer it, absolutely.
After 20 years in the field of customer insights and UXR, 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.
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.
Reviews from Our Customers
I wanted to thank you for the work you did on the Patient Ethnographic research. The output that you delivered far exceeded my expectations. The insights that you captured helped us ‘connect the dots’ with other research that we have conducted. I personally feel that my understanding of our customers, the patients, has dramatically improved after reading the reports, and watching the videos. I have shared the highlights video that you produced for me, with a number of key individuals, including our Board members/investors. The reaction is always the same, which is highly positive. I would not hesitate to work with you again, or to recommend you. Thanks again for producing such high quality and insightful work.”
Andrew Partridge, Chief Commercial Officer, Centrexion Therapeutics
Customer Engagement Training
Workshops that empower teams to build a culture of customer centricity
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.”
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.”
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