Strategy that survives the real world.

Strategy that
survives
the real world.

Strategy that survives the real world.

We help organizations see what their data cannot by going to the places where strategy meets reality and listening to the people who live there.

Our Philosophy →

Work With Us →

Understanding

people is your

biggest advantage.

Understanding

people is your

biggest

advantage.

Understanding

people is your

biggest advantage.

Access to Big Data is no longer the competitive advantage it once was, and it was never as helpful as it pretended to be. But real understanding—the kind that reveals what people actually value, not just what they buy or click—creates a foundation for strategy that serves people better and performs longer.

Access to Big Data is no longer the competitive advantage it once was, and it was never as helpful as it pretended to be. But real understanding—the kind that reveals what people actually value, not just what they buy or click—creates a foundation for strategy that serves people better and performs longer.

How we work

Immerse

We spend time in the environments where real decisions happen, like homes, offices, and communities. Our goal is to see the world through the eyes of the people you need to understand. What emerges are the needs, constraints, and behavioral patterns that other forms of data tend to miss.

Distill

Fieldwork generates a lot of material. Our job is to connect individual observations to larger patterns and translate what we saw into frameworks that give clarity into what is happening, why it's happening, and what it implies.

Execute

We don't leave you with a deck full of observation notes and insights. We build detailed roadmaps and work alongside your teams (both internal and external) to move from insight to implementation. Our research is only as valuable as the strategy it produces.

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Where we Fit

Stakeholder Engagement & Solution Design

Stakeholder Engagement
& Solution Design

Stakeholder Engagement
& Solution Design

Sustainable solutions require ground-level view. We use ethnographic research and co-design to work across sectors and contexts, bridging the distance between the people designing interventions and the communities navigating them. What results is socially durable, because it was shaped by the knowledge and priorities of the people it's meant to serve.

Co-design

System mapping

Participant observation

See it in action

Go-to-Market & Innovation

Go-to-Market & Innovation

Go-to-Market & Innovation

Traditional market research is inherently backward-looking—it measures what people report about past experience. By observing how people actually live, we access the unarticulated needs and perspectives that quantitative data can't reach. This allows our clients to resonate more deeply with audiences and innovate ahead of competitors.

Jobs-to-be-done

Product design

Brand & creative strategy

See it in action

Organizational Change & Alignment

Organizational Change & Alignment

Every organization has two structures: the one on paper and the real one, the unwritten norms, relational networks, and tacit expertise that shape how work really gets done. Most leaders can describe the first but have limited visibility into the second. We make that invisible layer visible, giving leadership a clearer picture of how their organization actually functions.

Organizational ethnography

Cultural diagnostics

Network mapping

Organizational Change
 & Alignment

Every organization has two structures: the one on paper and the real one, the unwritten norms, relational networks, and tacit expertise that shape how work really gets done. Most leaders can describe the first but have limited visibility into the second. We make that invisible layer visible, giving leadership a clearer picture of how their organization actually functions.

Organizational ethnography

Cultural diagnostics

Network mapping

Our Perspective

Latest from Field Notes

Latest from
Field Notes

CoDesign: The Brazilian Amazon

Early Childhood Development App

From Dockworkers to Oil States

Of Meaning and Metrics

Say hello!

Drop us a note and

we'll be in touch.

©Peregrine Ethnographic Research, LLC 2025

Say hello!

Drop us a note and

we'll be in touch.

©Peregrine Ethnographic

Research, LLC 2025

Say hello!

Drop us a note and

we'll be in touch.

©Peregrine Ethnographic Research, LLC 2025