Deep ethnography, human storytelling

dig is an ethnographic research company helping clients develop consumer intuition through human storytelling.

Pandemic pets

COVID-19 impact: intentional decisions

What do Black consumers expect from brands

Pandemic pets

COVID-19 impact: intentional decisions

What do Black consumers expect from brands

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial

"The project we did with dig was a lot better than the standard qualitative work we do, and previous ethnography projects I have seen. The recruiting, the moderation, the insight analysis, filming and editing—we ended up with a very nice film with crisp, succinct takeaways, which is key in communicating to those outside of our small research team."

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

Innovation

A global CPG company conducted a large segmentation study that generated eight consumer targets. dig was asked to conduct a U.S.-based ethnographic exploration to help it better understand and bring to life the four most important segments so that the company could develop cross-functional alignment and fuel linear innovation.

Segmentation

A global automotive manufacturer was itching to enter the growing field of electric vehicles. However, they knew surprisingly little about the consumers in the category and their unmet needs. They asked dig to help them understand the unique attitudes, behaviors and needs of current and possible electric vehicle owners to inspire a new fleet of vehicles.

Brand Repositioning

A Fortune 100 bank had conducted a segmentation and unearthed five key segments. The bank needed to understand how these five segments (including both consumer and small business targets) were connected in mindset and behavior to inspire a comprehensive brand repositioning intended to maximize business opportunities.

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial

"The project we did with dig was a lot better than the standard qualitative work we do, and previous ethnography projects I have seen. The recruiting, the moderation, the insight analysis, filming and editing—we ended up with a very nice film with crisp, succinct takeaways, which is key in communicating to those outside of our small research team."

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

Innovation

Segmentation

Brand Repositioning

Deep ethnography, human storytelling

dig is an ethnographic research company helping clients develop consumer intuition through human storytelling.

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

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Who we are
What makes dig different
Our work
Case studies
Curious?

Want to be the first to see upcoming Insight Films?

Sign up to be notified.
We promise not to send too many!

Deep ethnography, human storytelling

dig is an ethnographic research company helping clients develop consumer intuition through human storytelling.

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

For the past 20+ years, dig has completed over 150 deep ethnographic explorations for Fortune 500 brands.

CPG executive testimonial

"dig’s ethnographic projects bring a depth and perception that is unmatchable. That level of connection to the subject drives insight and is key. dig’s work is stellar in capturing the “real” world that focus groups don’t/can’t."

Automotive executive testimonial

"People ask me why I always go back to dig. I need dig because no one brings consumers to life in videos like them. The quality of product just so far exceeds what you get from anybody else. I love the interviews, the insights and how they watch people, it's like watching a movie."

Healthcare executive testimonial​

We especially shine when it comes to front and back end innovation, segmentation, and brand positioning. In the end, we create cross-functional alignment and fuel long-term growth.

Sign up to be on our mailing list!

Who we areWhat makes dig differentOur workCase studiesCurious?

Want to be the first to see upcoming Insight Films?

Sign up to be notified. We promise not to send too many!

Healthcare executive testimonial

Who we are
What makes dig different
Our work
Case studies
Curious?

Sign up to be notified.
We promise not to send too many!