Raising the Bar on Research


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

We look to customer research to help us tell powerful stories that bring strategic issues to life. Ethnographic Insight not only did a marvelous job uncovering these customer truths, they really excelled when it came to disseminating these insights to top decision makers in our organization. EI covers all the bases with aplomb: thoughtful research design, top-notch ethnographic fieldwork, razor-sharp analysis and reporting, captivating consumer videos. We were so impressed at the end of the project, we asked them to facilitate a 3-day ideation workshop with our marketing and product development teams to dig into the implications of the research and to prioritize business decisions. With EI we have found a thought partner who has become an ongoing asset to New York Life.”

Maria Amenta, Corporate Vice President Research, New York Life Direct

As early adopters of anthropology we were eager to engage Ethnographic Insight given their reputation for providing authentic consumer ethnography. They did not disappoint. Their executive team provided us a comprehensive understanding of the cruise decision process. These consumer insights are reverberating around our company and transforming the way Princess thinks about marketing to its target consumers. In this economic climate, cutting corners on research is a temptation, but Ethnographic Insight has validated our belief that foundational research on consumer’s actual experience and emotions is essential to strategic growth.”

Jan Swartz, Group President, HA Group serving Princess Cruises, Holland America Line, Seabourn and P&O Australia

We discovered that Ethnographic Insight could provide much more than just a comprehensive research-based approach. They were able to apply design thinking to solve real business problems. Ultimately, they redesigned our entire mobile website which resulted in a much improved shopping experience for our mobile customers.”

Amit Shah, Chief Marketing Officer,

Ethnographic Insight’s study of cruise vacation planning and booking has proven to have enormous value for Expedia. Never before has a research study made an impact on such a broad audience—at the executive, marketing, and web development levels of our company. Their approach to ethnographic research has raised the bar for future research at Expedia. We appreciated their spirit of collaboration and their ability to bring our team into the heart of the research process.”

Kyle Russell, Usability Engineer, Expedia, Inc.

Ethnographic Insight far exceeded our lofty expectations on a very important, strategic project for the Pepsi Lipton Partnership. We approached Norman and Ethnographic Insight with the expressed desire to conduct more authentic consumer ethnography – not the typical “in home interviews” that often masquerade as anthropological research. Norman and his partner on this research, Jennifer Joos, did an amazing job in every aspect of this project – from coordinating the logistics, stellar recruiting and the use of a highly professional video crew, to the more fundamental areas of observation, interviewing skills, insightful analysis and clear, persuasive communication of the findings and implications…they knocked it out of the park!

Our team already had a solid foundation of consumer insight, but Norman and Jennifer were able to dig even deeper, ultimately helping the business to understand our consumers and their relationship with the category in more profound ways. I work with a demanding and sophisticated brand team that has the highest standards when it comes to consumer research, and they were overwhelmingly impressed with the work done by Norman and Jennifer. Their work has been fully embraced and is continuously referred to in conversations regarding our target consumers.

Having worked with many talented agencies over the course of my career, I can say without reservation that Ethnographic Insight will be the first agency I call for my next ethnographic research project.”

Randy Adis, Senior Brand Manager, Strategy and Insights, PepsiCo

I would strongly recommend Norman Stolzoff and Jennifer Joos from Ethnographic Insight. I had the pleasure of working with both individuals on a PepsiCo project and was extremely impressed with their work. Not only did they deliver what they promised, but their ability to analyze and provide deep insights proved to be amazingly beneficial to the business. They have strengths in many areas, however I feel the need to highlight the following:

  • Extremely professional to work with
  • Understand needs clearly
  • Excellent rapport with consumers
  • Analysis and insights were spot on
  • Final presentation was very well done and implications of insights were given in a way in which the team could leverage Excellent facilitation of team during final presentation”

Mina Sfondilis, Principal Scientist, PepsiCo, Inc.

By far, EI provided the most in-depth methodologies to understand our target customers. They provided strategic research that has given us the basis for smart decision-making and bold initiatives. No amount of data-mining could have given us this kind of understanding of our demographic. In understanding the challenge we posed to them, they designed and conducted a multi-faceted study that has redefined the way we see our target customers’ motivations, behaviors, emotions and use of technologies. We are in a much better place after their research than before.”

Dean Langendorf, Manager, Marketing & Business Development, Princess Cruises

The Ethnographic Insight team conducted a foundational ethnography on sustainability to help us learn more about what consumers really believe and do when it comes to being green. Because the findings of this study were so informative, we arranged for a large team, which included several Frito Lay departments and outside marketing partners, to attend an all-day interactive presentation/workshop. This has been a boon because it has allowed our cross-functional partners to refer to the study in their own work. EI’s research delivered the depth of information we were looking for, and has allowed us to further frame up our true consumer target and reshape our sustainability strategy.”

Anne Smith Brand Manager, Environmental Sustainability Marketing, Frito-Lay, Inc.

Ethnographic Insight’s research has not only changed the way we see our wedding registry business, but changed the way we approach research.”

Greg Whaley, Director of Customer Research and Analysis, JCPenney Co., Inc.