United Minds




Ethnographic research is about going beyond the surface level, offering deep insights into the relationship between what people say they do and what they actually do, and thus identifying hidden and sometimes unexpected issues and needs.

Rooted in the discipline of anthropology, ethnographic research offers an opportunity to understand the context in which people use products and services, beyond what they might be able to consciously articulate.

At United Minds, ethnography is an integrated part of our methodology to create business opportunities, and we work with a wide range of different tools to help you truly understand your customer.


Interviews are at the core of ethnographic research. They can be combined with immersive observation, or used on their own, and can range from semi-structured to more explorative. Interviews provide depth and context to other types of data, and allows for detailed probing into specific areas. United Minds uses a range of different interview techniques to uncover deep insights into attitudes, needs and motivations.

Why IDI’s? In-depth data collection, targeting detailed perceptions and attitudes.


Sometimes, action speaks louder than words. Observation is central to ethnographic methods, and offers an opportunity to understand people’s behavior in a truly authentic context. This place-based research technique can include home visits, shop-alongs or other on-site research sessions, and provides a complete picture of how consumers actually use products and services in their daily lives.

Why Observational Studies? Goes beyond what people say, and uncovers what they really do.



When ethnographic methods are applied to an online environment, it’s referred to as Netnography. Focused on online observations and interactions, Netnography is a great tool for tracking human behavior in the digital sphere, which becomes more and more relevant as digital and physical worlds are increasingly blurred, and as consumers move seamlessly between them. It can be used specifically to understand online behavior and communities, but it is also applied as a more general method for understanding the needs and decision influences of consumers. At United Minds, we work with a number of different netnographic research tools, including social media listening and online communities, to understand authentic customer perceptions and reactions.

Why Netnography? Effectively provides deep insights into authentic consumer behaviors and opinions.


Mobile ethnography is a perfect method to gain in-depth insights into consumer behaviors and motivations. It can include a range of different tools, from mobile diaries to “lifelogging”, i.e. letting consumers record in-the-moment life events through their phones. Rather than asking people to recollect their actions, attitudes and emotions, we can be there with them throughout their daily routines (and over longer periods of time), gaining a rich bank of real-world insights.

Why Mobile Ethnography? Tracks consumer behavior in-the-moment, unobtrusively, over extended time periods.


Fanny Johansson



Tycho Groth