Ethnography of Customer Service
Social science methods can be used to improve customer service. I discuss ethnography, an approach to capture social experiences in their everyday setting, such as through photography and other tools. I then describe participant observation, a method for studying people, organisations, and environments while participating in the same activity as the participants. Using an example from public health, I demonstrate how businesses and policymakers might put these methods into practice.
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![Collage showing young people wearing the pride and trans flags on their clothing and painted on their faces, while standing at a march. Key points from research by Dingle and Anderson, as well as this quote: “...[S]chool-based sexuality education in Australia is profoundly non-inclusive, heteronormative, and cisnormative, failing to represent or meet the needs of LGBTQIA+ students.”](https://i0.wp.com/socialscienceinsights.com/wp-content/uploads/2026/10/How-to-support-LGBQIA-youth-using-social-science-2.png?resize=720%2C900&ssl=1)



![Polaroid of a Black woman's hands holding small pins with pride flags and slogans, as well as a cutout of six queer people from behind wearing long coats, each dressed in one colour of the pride flag. Another cutout shows two women of colour hugging, and holding a sign saying FREE [watermelon drawing] AND HUGS. Text says: Learn more: SocialScienceInsights.com. At the bottom is a list of references](https://i0.wp.com/socialscienceinsights.com/wp-content/uploads/2026/10/How-to-support-LGBQIA-youth-using-social-science-6.png?resize=720%2C900&ssl=1)










