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I recently spoke about ethnography at the Market Research Intelligence Association’s conference. Below are the original slides from my presentation.
Of course, the in-person experience is so much better, so here’s a run-down of the big ideas:

Ethnography is about immersing oneself in a “foreign” context
You do ethnography to really understand your customers, from their own perspective
Good [...]

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Categories: Blog · culture · ethnography

I had the privilege to work under Roger Martin when I worked at the Institute for Competitiveness and Prosperity. Roger’s got much to say about innovation, and I find his take to generally reinforce the “qualitative lens” Copernicus takes to its projects. Roger recently wrote for Harvard Business Review that companies don’t get growth from [...]


Categories: Blog · anthropology · design · ethnography · home · market research

In our work with Ryerson University, we are uncovering some interesting findings about domestic mobile phone use. For example, mobile phones are affecting family management:
Smartphones bind families closer: some participants told us that their texting increased when they upgraded to a smartphone. A discrete text to one’s spouse is easily tolerated in the workplace, making [...]

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Categories: Blog · culture · ethnography · families · home · market research · mobile · women

I’m thrilled to be managing a research project on mobile technology use through a fellowship at the Ted Rogers School of Management at Ryerson University. I’ve assembled a research team and we have started initial research. Our “ethnographic stretching” exercise lead to some interesting insights:
“Attachment Paradox”: More than one person we talked to said that [...]


Categories: Blog · anthropology · culture · design · ethnography · home · market research · mobile · product design · qualitative research · sociology

Copernicus Consulting is pleased to announce that its founder and Principle, Dr. Sam Ladner, will be conducting research with Dr. Catherine Middleton at Ryerson University’s Ted Rogers School of Management. Dr. Ladner will lead the research on the social effects of mobile phones and work/life balance.
“I’m thrilled be working with Catherine on this project,” Dr. [...]


Categories: Popular · Research Methods · ethnography · mobile · qualitative research · sociology

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