Ethnography: Gaining Insights that Lead to Customer Action

A deep dive into the practice of immersive qualitative research, this course covers research design, observational techniques, discussion guides, and insight generation.

Ideal for strategists, market researchers, and designers who want to deepen their understanding of others.

Learn to listen and observe like a social scientist, using the tools of Participant Observation, bringing dimension to data in a way that works.

See the facilitator, Karen Faith, in action in this video case study.

Format

Live Workshops (Virtual) + Self-Paced Content

Duration

6, one-hour sessions

Audience

Strategists, Market Researchers, Designers

Pricing

$1000 per person | 4As members get 20% off

"Ethnography has allowed our clients full and transparent access to the people that we are focused on understanding. Not only do we get answers to our questions; we find insights we didn’t know we should be looking for. It’s created new business lines for us and for our clients, and enabled us to create real solutions for 360 degree humans."

"I think we have learned SO much incredibly good practical information. A lot of this information might seem too conceptual, but the practice sessions bring it all to life and make it real."

"I have a degree in social science, and learned more in this course than I did in 4 years."

"The ethnography training is now a must for all of my [industrial design] team. Learning how to design the discovery process toward outcomes was huge."

"The segment on adapting to communication styles changed the way I think about every conversation, not just research interviews. I now have the confidence to pivot according to someone's way of sharing, which has helped me learn so much more."

Next cohort is TBD.

Please email [email protected] if you are interested in this course.

Click here to reserve seats for a 2024 cohort.

If you would like to sign up 10 or more people from your agency, we can customize the dates to fit your schedule. Click here if you are interested.

Session Outline

6 Live (Virtual) Workshops

1: Research Design: What to Look for

2: Perspective-Taking: Empathy & Listening

3: Discussion Guides: Asking Questions

4: Participant Observation: Four Approaches

5: Documentation & Field Notes: Multi-Dimensional Gathering

6: Insight Generation: What to Make of What You Find

Meet the Facilitator

Karen Faith

Founder and CEO, Karen Faith is an ethnographer, strategist, and creator of the Others curriculum. With two decades of experience in ethnographic discovery to inform marketing, branding, and product design, her work utilizes tools from multiple disciplines to empower teams to define, understand, and solve problems from the granular to the grandiose.

Karen’s findings, talks and workshops have guided brands as diverse as Google, Amazon, Applebee’s, The NBA, The ACLU, Blue Cross Blue Shield, The Federal Reserve Bank, and the Nelson-Atkins Museum of Art. Karen is an alumnus of the Hyper Island Business Transformation course in Stockholm, Sweden, and a recipient of the Dwight Conquergood Award for ethnographic research at Performance Studies International in London.

As a speaker, she has shared her approach with executives, leaders, innovators, creatives, and community members all over the world. Her TEDx talk on Unconditional Welcome has received over 1M views.

Ethnography: Gaining Insights that Lead to Customer Action

Ethnography: Gaining Insights that Lead to Customer Action