Summary
Our insight team at Nationwide Building Society had a broad goal – to understand 'household money' across families.
As researchers, it's our role to listen. Typically, we listen for the words that answer our questions and help prove or disprove hypotheses.
But how much do we not hear? By starting with a theory, or objectives, could valuable information be missed?
We established a long-term ethnographic project – the largest we've undertaken – with a difference. We:
- partnered with lens (research agency) and recruited c.60 families UK-wide
- consciously did not set objectives, frame questions, or lead the way
- embarked on...