GFA is an industry pioneer in the emerging field of Ethnographic Futures ("EthnoFutures") which combines the qualitative aspects of traditional ethnographic, observational study with the "big picture" or contextual view of futures research.
Our "deep dives" immerse participants in the hands-on exploration of
a particular trend or business issue by experiencing trends
where they actually occur. Typically, we send groups out into
the streets, malls, communities and other venues to observe
and document examples of trends in action using a variety
of digital, audio and print media. Our approach not only results
in an enhanced understanding of market and consumer trends,
but also encourages participants to challenge their own assumptions
about the way they view the world and the future. These highly
interactive experiences generate breakthrough thinking and
are ideal for product ideation and innovation.
Click here for an example of EthnoFutures at work.
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