Visual Ethnography
for Consumer Insights
This article was written as part of the EPIC 2024 Conference.
EPIC is a conference and community of researchers, designers, creators, and innovators doing ethnography for impact.
“Through the lens of consumer insights, the qualitative research landscape is fast-paced and fraught with challenges.
Stringent limitations imposed by PII regulations coupled with the ubiquity of online interview tools and the dangers of AI-counterfeited data have created an environment characterized by relentless pressure, heightened cost-consciousness, and data integrity concerns.
“The good news is that post-pandemic, most companies and industries are looking to market research to understand the changes in their consumer landscape. And while these conversations are happening frequently, our clients do still require help crossing the line to secure and retain projects.
There has never been a better time to re-establish the value of holistic methodologies to qualitative research and introduce broader ethnographic skill sets.”