Analysing behaviour and smarter working

Using an ethnographic approach to improve service delivery and the customer experience...


Perducta frequently attempts to understand the behaviour and culture of an organisation by analysing the people within it, wherever they are, while they’re doing whatever it is they do.

It means entering someone’s ‘world’ for a while, be it for a couple of hours or a couple of days, or for some ambitious clients, a couple of months.

This approach is called ethnographics. A major difference between ethnography and other types of research lies in the depth and intimacy of data collection.


Our approach is founded upon quantitive data analysis which provides the foundation for insight. It gives us our key lines of enquiry. By taking this further and applying an ethnographic approach – this provides the real insight into what’s going on. It gives us the clues to where the problems/challenges are.

Ethnography researchers don’t go into the field with too many preconceived notions or with a script; they take on the role of ‘non-participant/observer’, as if they’ve ‘just arrived on Earth’.

We let the people we talk to lead the way and they tell us what is important with their words and their actions. Because of this, results become more vivid and real. Our findings are richer and deeper than those produced by more traditional methods (eg. focus groups). Our insights become not only actionable, but hard-hitting and memorable.

We work in partnership with Flywheel, a user centric consultancy who help organisations design themselves and all their touchpoints around users’/customers’ needs.


We are currently working on a research and design project to transform the way local councils engage with residents. This means moving way from face to face contact towards more technology led communications and results in improved customer experience (e.g. reduced waiting times, flexibility with timings etc.) where customers/users willingly choose to use the right channel in the right place at the right time.