It’s the main technique for applied anthropology, the most efficient working tool. It allows internal understanding of any organizational culture, beyond the current stereotypes or bias. Provided information is close to the actual fact, giving a name and a shape to the human and material reality. This method compels that Suveika team should be part of the targeted process for a specific period of time, usually 10 to 30 days. The participatory observation is our team’s way of hearing, seeing and feeling reality.
It provides an efficient frame for product design type exploratory research, client choosing, prototype pilot-testing and the evaluations and improvement of various programs. When it comes to companies, the focus group conveys information from all its members and allows the identification of and planning for crisis situations.
It requires listening to others and being sensitive to their true needs and demands. People should be studied and understood in the appropriate, real context, not the one imagined by others, be it either mass-media or PR and advertising campaigns. To see them work, enjoy themselves, consume or build the world around.
The ethnographic investigation is able to give birth to deep insights based on the narrative of human condition. It’s both an art and a science.