Seeing the world anew: An ethnographer’s perspective with Elsbeth Johnson and Cheryl Stokes

The question of how companies can utilise big data in order to better understand their customers has become an increasingly potent one. But whilst data can illuminate to a degree, it can sometimes serve just to confuse. To unearth the knowledge that truly helps us appreciate consumers, we must also deploy the human sciences of ethnography, anthropology and sociology to gather fresh inspiration. In this Insights session, participants will be introduced to the mindset and skillset of the ethnographer, use ethnographic tools to explore a commonly experienced phenomenon from a new perspective, and consider how to apply this approach in their own work context.

Date: 28th April 2016

Time: 9:30 am to 3:30 pm

Location: 165 Fleet Street, London, EC4A 2DY