Join Florence Largilliere to deep-dive into qualitative research, looking at ethnography and what it can bring to our audience insights.
Book your place at the bottom of this page.
When we talk about qualitative research, the two methods people usually think of, and rely on, are focus groups and interviews. Both are brilliant at enriching our audience research, giving us access to people’s lives and experiences, to their opinions and thoughts in a way surveys can’t.
But there’s more! Borrowing from ethnographers allows us to develop our understanding even further, by placing our respondents in their multilayered context – either in words with longer, in-depth interviews, or in practice with observations and intercepts.
These methods are especially relevant when we focus on student experience. Ethnographic research gives us access to people’s needs, motivations, and wants in the wider framework of their lives. It can also help us identify and highlight gaps and inconsistencies between what they say, what they do, and how they interact with people, places, and products.
This webinar will cover three audience research methods inspired by ethnographic research:
In-depth, 2- to 3-hour interviews
Observations
Intercepts
It will give you a clear run-down of the what, why, when, and how, with concrete examples based on real research projects.
What we’ll cover
What in-depth interviews, observations, and intercepts are
Why, when, and how to conduct such audience research methods in-person and online
How to adapt ethnographic research to the education sector, and how you could benefit from it
Who should attend?
Anyone who wants to better understand their audiences or the benefits of qualitative audience research for content or wider user experience purposes.
Your facilitator
Florence is part of our Research and Insights team, and works across all our research work. This includes stakeholder research, audience research, content and brand audits, competitor research, and user testing. She also reviews and analyses a wide range of data and compiles her findings in accessible reports for our clients.
Before joining Pickle Jar, Florence was a researcher at a London-based agency where she worked across multiple client projects, coordinated project schedules, and delivered insightful research. Florence has a PhD in Modern European Jewish History and is multilingual.