Case Studies

Real Talk: Understanding Texas Latino Voters through Meaningful Conversation

Arguably the biggest insight from this intense, year-long research project was that we need to get away from our desks and talk to more people—especially using ethnographic approaches—to better understand the world and where culture is headed. Because while most pollsters and pundits assume and confidently tell stories of a clearly partisan American political landscape, the cultural reality we uncovered revealed a much different picture.

If you’ve ever taken a survey and found you don’t fit neatly into one of its boxes, then you can start to grasp the difference in an ethnographic approach. Understanding people and their complex realities can lead to new ways of thinking and more effective strategies for change.