Real environments: video ethnography for true understanding

In India, the large middle class is the bastion of popular opinion, culture and consumption. As the middle class in China becomes a growing force, and companies look at capturing both markets in their attempt to be dominant global players, they are eager to find out how the learnings and characteristics from one market can be transposed to the other.

Real environments: video ethnography for true understanding

Kunal Sinha and Prashant RamachandranOgilvy and Mather, Singapore


With the rapid transformation of culture around us, enabled and catalyzed by technology adoption, people are getting harder to understand. While much has been written about shifts in the way people consume cultural content – from a 'push' to a 'pull' model, from monologue to conversation, from mass to niche channels – much less has been made of corresponding shifts in the way we express ourselves, and what that means for research.

The fact is, people in Asia (as across the...

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