Ethnography and video

We have been using video at OPM for several years now, in the form of:

• Ethnographic research
• Peer-led research
• Vox pops
• Video diaries
• Animation.

We use it to help gain insights for innovation, providing an additional layer of research. We also use it as an executive reporting tool, to convey overall findings and for the purposes of simple PR and communications. For examples of how we’ve used video in research, please watch our promotional film, or take a look at our archive.

Video & Research at OPM from OPM on Vimeo.

What is ethnographic research?

Ethnographic research is a branch of anthropology, particularly concerned with describing customs, culture and behaviour. An 'ethnography' is a study where the researcher spends an extended amount of time with each participant, in his or her own particular environment. Mixing observation with interaction, the ethnographer’s job is not only to discover and document what people really do and think, but also to answer why, what people’s needs are, and what that means to the client. In other words: to provide insight for innovation.

Because video is a highly effective medium for recording and exploring the way people live and think close up, our ethnographers typically use a camera as part of our research. We employ a variety of documentary-film and ethnographic techniques, for example: 'fly-on-the-wall' observational filming, and participant 'co-discovery' - where we share footage with the participant, inviting them to explain and reflect on what we’re seeing.

The result is generally a presentation of findings, with a film of edited case studies structured around prescribed themes. The film can be used for further analysis, to guide strategic thinking or to communicate overall reports.

Why use ethnography?

• Ethnography can work alongside other forms of more traditional research, to develop initial findings.
• Being part-observer / part-detective whilst living out people’s lives with them, the ethnographer may pick up on more subtle insights than a brief interview or focus group may record.
• The use of video in ethnography can also bring to life and support existing quantitative and qualitative analysis.
• Most effectively, video ethnography can be used to spot the discrepancies between what people say they do and what they actually do, or what we perceive them to do.
• As such, findings may inform the design, development and usability of a variety of services, and guide new solutions in strategy and policy development.

Watch an example of video ethnography – a project we did for The National Consumer Council.

The purpose of More Snakes than Ladders was to gain a deeper understanding of the market-based barriers to economic and social inclusion experienced by low-income workers in their role as consumers, and to identify resulting policy implications for Government and industry. The final film of the video case-studies was twice shown at the House of Commons.

More Snakes Than Ladders - An insight into the lives of the working poor from Video Ethnography on Vimeo.

Why use peer-led research?

We provide the tools to help participants as a group to carry out research themselves, so they can show us what matters to them, and feel part of any outcomes that result from our recommendations to the client.

Why use vox pops?

'Vox pops' literally means 'voice of the people'. It means getting out there, giving an interviewee the microphone, asking the right questions, and finding out what people think. Vox pops are a quick and easy way to gauge and communicate people’s opinions.

Why use video diaries?

A video diary is when we give one of our cameras to a participant, show them how to use it, and ask them to communicate their day-to-day thoughts, feelings and experiences to camera. This might be done instead of, or in tandem with, a written diary, and is particularly useful when we want to document how someone is getting on over a long period of time, or if the subject matter is too sensitive for an ethnographer to be present. An example of using video diaries might be when researching patient care during medical treatment, such as chemotherapy.

Why use animation?

Animation is an excellent way to bring to life telephone interviews and to protect participants' anonymity.

Why choose OPM?

OPM has used ethnography and video in research for over five years. We have experts who understand the needs of policy-makers and practitioners, and are able to tailor each project to produce results that people will actually use and benefit from.

We understand that being an ethnographer and videographer requires a high degree of empathy, an eye for detail, excellent communication skills, the ability to think laterally and creatively, and an awareness of political, social and economic trends. As such, our video-trained researchers have backgrounds in multiple areas from politics, psychology and economics to journalism, youth leadership, and grassroots community work.

Our consultant ethnographer, Elliot Manches, has over eight years of experience in the field. In 2004, he worked on a nationwide research project into binge drinking, which won the MRS’s Excellence & Effectiveness Award for Best New Thinking. Elliot is also an award-winning filmmaker, whose work has been shown on the BBC, Channel 4, MTV, and at the Edinburgh International Film Festival’s Showcase for New British Talent, BAFTA and Sundance.

Watch more videos from our archive.