Ethnography is a branch of anthropology, particularly concerned with describing customs and cultures. The ethnographer’s job is to understand and communicate how different people respond, and give meaning to, the situations they find themselves in.

As such, Elliot hangs out with all sorts of people in all sorts of places to produce a range of observational documentaries, with subsequent analysis, for a variety of research projects. The purpose is to provide insight and innovation.

Findings may inform the design of products, such as goods and services, or guide strategy and policy development.

In 2004, Elliot provided ethnographic work on a nationwide binge-drinking research project, which won the Market Research Society’s Excellence & Effectiveness Award For Best New Thinking. He now runs a small company called ‘Close-Up Research’.

Typically working with design consultancies and research agencies, end-clients have included: