Great byline in Food Safety Magazine by Insight’s own Carolyn Rose about the value of applied ethnography!

logoEthnography, a qualitative research method consisting of observation and interviews within a naturally occurring environment, has become increasingly prevalent in applications outside of anthropology (within which it was originally derived). More recently, ethnography has been applied to fields including healthcare, education and consumer packaged goods, to name a few, wherein the method is leveraged to understand behaviors, interactions and routines of particular user/consumer typologies to develop new products, services and systems that better deliver on organizational goals. How then might this method be leveraged to improve food safety practices?

Continue reading the full article on Food Safety Magazine.