Ethnographic Insight Essentials

Confidently discover and communicate ethnographic insights for almost every research project.

Ever wondered what ethnography really was? Why it is such an important research tool? Or how to do it really well? This course provides the tools to incorporate an ethnographic lens into your research projects.

You will leave able to apply an ethnographic framework to your methods, questions and analysis. You will be able to communicate the value of ethnographic insights to colleagues and clients. Moreover, during such an intimate perspective on the human condition, you are likely to re-evaluate your own life.

By the end of the course, you will be using ethnography to focus questions, dive deeper into the answers and produce sharper and often unique insights.

Learning outcomes/learning objectives

• Confidently define the ‘ethnographic’
• Identify different ethnographic methods
• Communicate the value of ethnographic research
• Formulate ethnographic research questions
• Carry out ethnographic methods, ethnographic interrogation and ethnographic analysis
• Tools to see the ethnographic picture wherever you are and whatever you are doing
• An opportunity to see your own life quite differently

Who will benefit?

The course is designed as much for those new to research as those with many years of experience. It offers (or sharpens) a tool for those who want to practice the craft of research.

Learning method

The course will use a mixture of learning methods including short lessons, discussions, commercial and anthropological case studies, exercises on designing ethnographic research …. and a short expedition.

Course delivery mode

Online Live Course

Trainer biography

Dr. Jonathan Newman is a social anthropologist and the founder of Deep Research Insights. He specialises in applied ethnography, insight analysis and moderation, partnering with clients from major blue-chips to the Third Sector to uncover the "why" behind human behaviour.

This commercial work is backed by extensive academic credentials, with research (e.g. on Methodology, Conflict, Coffee, Cannabis, Education, Arms) published in journals like Ethnography and presented at academic and trade talks. Jonathan is passionate about translating deep theory into practical application. His book, A Travel Guide to Connection, shows how an ethnographic lens transforms all journeys into a profound exploration of our shared humanity.