Ethnography

What is digital ethnography?

Ethnography – or immersion – is the study of people in a real-world environment. It essentially turns market research as we know it inside out: instead of bringing the participant to the researchers, researchers go to the participant and observe them in their own environment. Thanks to today’s technology, this can include the collation of videos, photos and other observational techniques over an extended period of time, enabling you to really get to know why your participants think and behave the way they do.

Want to find out more? Download our beginner’s guide to digital ethnography to discover how immersion studies can benefit your research.

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Our approach

Whether you’re conducting an in-home study or want your participants to record video diaries, we’ve got the recruitment know-how to make it happen. Our pragmatic approach allows you to peek directly into the lives of your participants to understand what really makes them tick – and because we love ethnography, we can also help organise appointments for your team to get embedded with your audience and fully understand their needs. Find out more about our recruitment process.

Find out more

“We have worked with Angelfish for 3 years now and have always experienced a great service. The team have always met our briefs effectively and efficiently which has allowed us to run a number of successful qualitative research projects. Angelfish are proactive and adaptable, which has been particularly important given some of the short timelines we often have to work to. On a personal note, Lisa, Kelly and the team are lovely and make working together easy and thoroughly enjoyable.”
IKEA UK Market Intel Specialist
I found this whole experience really positive. Kelly was brilliant with making the process very clear upfront, being incredibly timely in her responses, answering all my questions, and delivering ahead of the deadline. And she was super friendly the whole way through. It meant that I had total confidence that what we needed would be delivered, and it was.
Good Innovation
Finding the right people for our research at GI is fundamental to the success of our projects. I can always rely on Kelly and the team, they are professional, reliable and always happy to help.
Good Innovation
Kelly is great to work with... she and her team have a handle on overall goals and is able to efficiently and proactively translate into what is needed in field for logistical success. We just wrapped up a fairly complex recruit with Angelfish, involving a mix of online work, in-home ethnographies and focus group recruiting, and it all went off on time, on budget, and stress-free. Looking forward to working with Angelfish again soon!
NowWhat Research
Angelfish is an absolute pleasure to work with and one of our trusted recruitment partners. We partner with them on projects across varied methodologies including online platforms, in-depths and focus groups. For every project, they deliver very high calibre and engaged respondents. The project management team is top-notch - they are honest, thorough, responsive, and personable.
The Behavioural Architects

Thinking about conducting ethnographic research?

If you’re thinking about conducting a digital ethnography research study and would like to find out a bit more about it, why not have a read of some of our blogs?