We are an award-winning group of ethnographers, market researchers, filmmakers, anthropologists and semioticians. We offer an unfiltered view of people and culture through filmed ethnography. To learn more about the Ipsos Ethnography Centre of Excellence, click the link below.
Meet our core CovidWatch team, and find out about our life under lockdown:
Head of Ethnography
Oli’s lockdown life has been dominated by surviving Coronavirus (literally), getting his children to focus on school work instead of his work Zoom meetings, and running whenever he can to maintain sanity. He has also found out that he’s a terrible baker.
Ellie exists in perpetual sportswear as if she were about to do a Zoom workout at any moment – though the reality is she has merely given up showering for the most part. She is the only east London resident who has not attempted to bake a sough-dough loaf, instead Ellie is voraciously listening to current affairs podcasts and, without fail, tearing up at the human interest stories.
Already an avid sourdough baker (what do you expect she’s Danish!), and a keen runner, Helle had the upper-hand on quarantine right from the start. But lockdown hasn’t been all smooth sailing for Helle. Alongside caring for her starter and running half-marathons, Helle has been been manically rushing to the vet because of kitten related incidents and has been missing her colleagues terribly.
Jenny was living in a flatshare with her close friends when lockdown began, so to complete her social circle she coerced her partner into moving in with her as well. The five of them have been fighting over the hammock on their London flat balcony overlooking an active construction site, observing their furloughed flatmate build a chair and raise live cultures in their living room and binge-watching the Netflix pandemic classic Tiger King.
Lockdown life has aged Sophie significantly. Her hobbies now include amateur wildlife photography, namely of the baby foxes that have all but destroyed her garden, daily walks for her constitution (that routinely result in some grumpy observations of those not following the rules) and she is now considering taking up knitting. Zoom house-parties and TikTok may have been fun in the first weeks of lockdown, but now Sophie plans on making the most of this slower existence.