Ethnography is a qualitative market research tool used to study the target customer in their natural environment. It uses systematic observation of to glean insights of strategic relevance or interest to our clients. Importantly, ethnography helps identify what people actually do as opposed to what they say they do. 

It's based on natural and holistic observation: as this is an 'observation of culture in situ' the influence of a lab setting is removed.

It's a neutral approach: the ethnographer is an "instrument" so well integrated into the environment as to be "invisible"; we work with observation protocols and a systematic process of data collection in order to guarantee all claims are based on empirical analysis.

It's aim is depth instead of quantity, with anopen and non-structured approach.  Pure observation can, if desired by the client, be combined with in-depth interviews. In addition, homework, diaries and photography or video recording can be used to support findings.  Results are interpreted in relationship to the context in which they occur and take into consideration all the possible underlying dynamics of the root behaviour.

Ethnography can be used to:

• Better understand patients: scenario studies, product/device usage patterns (such as auto-injectors, diabetic pens, inhalers), purchase decision-making process, segmentation studies
• Better understand HCPs: by detecting the challenges arising from current medical devices and discovering how new devices could make procedures more efficient. For example Stent in (percutaneous transluminal coronary angioplasty) or pre-filled syringe etc.
• Support communication: developing and fine tuning communication material development, media usage patterns
• Help new product development and product optimisation