Years and years ago me and a mate (he now runs dotcom startups in Silicone Valley) joined NOP to set up a unit called, DSi. It stood for, this is the honest truth, 'Department of Silly Ideas'. You see, in 1993, video taping people was a truly silly idea to most researchers. Today it's an essential part of any agencies array of tools.
Today, NOP and GFK are as one and they have an ethnographic unit which is no longer called DSi. I stumbled across their website. My instant reaction? Wouldn't it be great if we could all agree on what ethnographic research is and how it works for clients?
Some of what is explained on the site is good, but I don't agree with most of it and I haven't got the time to explain why because I need my sleep for an all day project kick-off workshop in Paris tomorrow. No this isn't a copout.
So stay tuned for my full response or let me know what you think ethnographic research should be to clients.