Mass Ethnography: From Me to We Research (by John Kearon)

John Kearon, Chief Juicer at BrainJuicer, explains how he is turning research on its head by shifting the focus from asking people to explain their own behaviour, to using peoples’ innate social abilities to comment on the behaviour of others.

A pioneer in the use of wisdom of crowds in research (since 2004), he also reveals the results of experiments in mass ethnography, mass anthropology and co-creation.

Filmed at the BrainJuicer/HSBC London Summerfest (via ResearchTalk)

Click here to read the white paper presented at Esomar Congress

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