Ethnography

One cannot understand a culture without becoming its component part. Therefore we have to live with the people we study, learn from them and listen to them. These are the basic rules of ethnography as the basic anthropological research method. Based on interviews, group discussions and particularly participant observation and fieldwork, we study how people (co)operate and what the relations are between them. The essence of ethnography is in the presence of the researcher or counsellor in the environment they wish to explore. This environment can be very diverse as the researcher may explore organisations, foreign markets and new target groups as well as works among customers and employees, i.e. in any group of people that might be interesting for the client.

Ergo Institute performs ethnographic research and analyses of markets, consumer culture, competition and social environments as well as analyses of organisational culture, products, services and processes.


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