Oli Sweet leads Ipsos’s ethnography department. His researchers venture deep into the lives of the people they're studying, armed with cameras so they can discover things they'd never find out though surveys.

Oli talks to Liton about how ethnography works, how it’s used in PR and how you can do it on a budget.

🐶 How Mars Petcare boosted its sales by millions when Oli’s team found out why people weren’t buying pet food in South America.🥴 How spending time with underage street drinkers taught Oli (and his clients) more about how young people behave.🪧 Why the empathy gap means traditional communications approaches to tackling obesity is all wrong and based around fat-shaming.💬 The say-do gap in research and how to get past the fact that people aren’t always right when they answer surveys.🕵️ Why backing up your ideas for good stories with evidence leads to success in PR.💞 Why empathy is so important for brands.💰 How to talk to your clients about getting a research budget.📰 Using ethnographic research to come up with news stories.

GUEST - OLIVER SWEETOliver Sweet leads Ipos Moris’ Ethnography Centre of Excellence. Find out more about Oli’s work at www.ipsos-ece.com - where you’ll find eye-opening ethnography videos.

You’ll find Oli’s story about dogs in South America written up here: http://www.ipsos-ece.com/style/pdfs/mrs-impact-top-dogs.pdf

PRESENTER - Liton Ali

Liton Ali is director of Henshall Centre www.henshallcentre.comFind him on Twitter: www.twitter.com/henshallcentre