With Thick Data to efficient and sustainable solutions
Into the field
Ethnographic fieldwork is essentially understanding what makes people tick. Talking to them and observing what they do, understanding how and why they do it. It is about a deep-dive into context which brings you straight to the core of a question – with curiosity and analytical precision.
It’s about exploring real lives and experiences, rather than conducting a short phone call or questionnaire research. We love talking to people, we observe, and for a while, we become a part of their worlds. This is how we discover hidden meanings, creative processes and internal motivations, which structure people’s thinking and their behaviours.
The secret knowledge
A frog’s (not a bird’s) eye view! Why? A frog looks at the world from the thick of it all –the bush, the garden, the wilderness.
Ethnographers also go into the thick of people’s worlds in order to open up perspectives and to really understand processes and practices in context. A frog’s eye view is all about context and details. It leads to those deep, holistic insights and new realisations, which surprise and open up new ways.
Photo Rebecca Brunner
On long legs
to sustainable solutions
Our methodology delivers deep, holistic and multi-perspective insights. To be right in the middle, like the frog, provides much more than a brief glimpse (or overflight).
Our data and solutions offer long-term perspectives, provide predictability and reduce risks. Our solutions have long legs. Good for you!