The Association for Qualitative Research
The Hub of Qualitative Excellence


Ethnography: UNVEILED

***FULLY BOOKED*** The course looks at why one of the oldest research techniques is still considered new and exciting. With a range of speakers from market research, advertising and the creative industries, this course will help make sure that all attendees are well versed with the debate on how, when, and why to conduct ethnographic research.

Tuesday 27 February 2024
In person at
Ipsos, 3 Thomas More Square, London, E1W 1YW
12:30 - 5:00pm GMT

Suitable for researchers with 3 years + experience; experienced researchers keen for a refresher; clients who want to understand the practise and art of Ethnography.

Hosted by Debbie Newbould, Managing Director, Flume

With Speakers:

Oli Sweet, Head of Ethnography, Ipsos Oli will run through how the practice, skill, and evolution of ethnography as it transitioned from anthropology to market research. In doing so, he will take people through the business case for conducting ethnography, including the what, the how, and the why for conducting ethnographic research.

Mark Hadfield, Founder, Meet the 85% Mark, aka The King of Real, showcases how his work with Meet the 85% is influencing strategy and advertising decision making

Joe Bonnell, Ethnographer and Qualitative Researcher Skilled looking at ethnography as a creative act. Drawing on principles of visual anthropology, Joe will introduce the idea that creative and multisensory practices, including filmmaking, photography and sound recording can be used to enhance our ethnographic work and generate new knowledge and understanding about the world around us (and our place in it).

Each session will be a mixture of talks and Q and A

Cost: AQR members discounted price £195 + VAT (Membership is individual not corporate)
Non-members: £350 + VAT (includes 4 months AQR individual membership)

Tuesday 27 February

12:30pm to 5:00pm

3 Thomas More Square

Map of location:
StreetMap of E1 1YW

Fully Booked

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