Ethnography Learning Objectives RICHER INSIGHTS, GREATER IMPACT • Ideal for large-scale strategic studies. • Establish fundamental, contextual understanding of a population or situation. • Learn how a product or service is used. • Uncover unarticulated or unmet needs. • Bring human understanding to quantitative data, including emotional impact, relationships, and context. • Identify key questions to successfully drive subsequent research. © 2018 Ipsos 8