THE IMPORTANCE OF WALKING IN SOMEONE ELSE’S SHOES

When trying to bring about behaviour change, as it relates to the climate crisis or other social issues, ethnographic research is an invaluable method.

Ulrich Meyer-Höllings is an experienced strategic innovation, human-centred design, corporate venturing, and organizational strategy specialist with a proven track record of more than 20 years across multiple industries, NGOs, and geographies. Having worked at the intersections of corporate, NGO, and management consulting contexts, he is familiar with creating enabling spaces for inclusive innovation and new-business development in both established and emerging markets. I sat down with Ulrich in Cape Town, South Africa, to discuss the challenges and rewards of conducting ethnographic research.