"Ethnography for Business: Why immersive studies pay dividends"

In her talk, Felicity Heathcote-Márcz explored the value of ethnography to business, how it is different from market and UX research, and even gave us an elevator pitch to promote it within your organisation! We had some excellent questions from the floor, ranging from how to address bias in ethnographic research to how to take notes and do analysis in a corporate setting.

Felicity is Head of Behavioural Research for SimpleUsability, part of CDS. She is a trained ethnographer and has spent several years providing ethnographic and other research services to clients in the commercial sector. Felicity has specialised in conducting ethnographic work for government, transport, infrastructure and defence clients, and her Ph.D. project involved two years of immersive fieldwork at one of the U.K.’s largest bank technology centres.

For those of you who missed her talk, do check out the recording.