Participant-Observation

The best way to understand people is by stepping into their shoes. The foundation of anthropological approaches to data gathering, participant-observation involves immersing yourself in the lives of your research participants, adopting their behaviours and practices. Sometimes the only way to truly understand how something works, is to do it yourself.

Digital Ethnography

To provide insights on digital practices you have to go digital. Digital ethnography means using digital research methods to understand online - and offline - behaviour. This can include interacting with people on the digital platforms they utilise, carrying out visual elicitations, video diaries, or making field notes about platform design in relation to users.

Interviews

Sitting down with someone and having a conversation can generate incredibly rich data, but there are also other avenues to gather insights. Communicating across social media and chatting to research participants via digital messaging services can provide longitudinal data and foster an intimate space for data gathering.

Video Ethnography

Filming research participants can lead to unique qualitative data, providing a visual understanding of practices and allowing for more emotive research outputs. There is no better way to immerse an audience, or build client trust in your findings, than by showing them exactly what you saw in the field.

Cultural Analysis

Combing through large datasets and keeping your finger on the pulse of social media trends and popular culture is necessary to embed textual analysis as a foundation for building research projects. It is important to understand the world and the different cultural contexts in which research participants operate in order to see what they see and feel what they feel.