Freelance ethnographer, researcher & consultant

Human-centered Design Research
by Jacob Langvad Nilsson

Customer-driven market research identifies the needs of real people and connects companies with their customers by recommending actionable insights

Untapped potential can be found in every market. Whether your company is looking to expand into emerging markets or find a niche in a crowded one, ground-level research that connects your designers and engineers to real people in culturally relevant ways makes the difference between a good product or service, and a great one.

Our team of anthropologists, sociologists and visual ethnographers takes a hands-on, ground level approach to human-centered design research, engaging customer in their home environment to discern their customs and preferences, and anticipate their needs.

By combining social science, documentation and critical thinking, our ethnographers deliver strategic business recommendations that are actionable and engaging. We always keep an eye open for the little things: practiced skills of observation allow researchers to discover gaps in the market, recognize where innovations would be well received, and identify patterns and insights into the lives of real people.

Ethnographic research projects have taken our team into Brazil to study the football culture on behalf of Nike, a sportswear, and equipment supplier, as cultural research consultants, and the insights our team delivered upon return from their journey helped formulate future strategies for innovation for the company, and led to successful growth patterns upon implementation on a local level.

There's no shortcut to valuable research. Our team goes in on the ground level with one goal in mind: to bring back insights you can use and develop forward-thinking strategies that connect you to your customers.

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Business Ethnography - The Brazilian Dream

Brazil's New Generation

The Brazilian Dream, which includes 25 case studies of "transformers"—young Brazilians across a wide range of social groups who work passionately to improve their country

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Nike Football Culture in Latin America

Nike Football Culture in Latin America

A qualitative research study capturing how football as a sport greatly influence the daily lives of teenagers

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Business Ethnography

Minas Gerais in Progress

We were commissioned to travel through the state of Minas Gerais to document all new developments within schools, hospitals, infrastructure, and major constructions

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Human-centered Design Research in Emerging Markets

Jacob Langvad Nilsson continues to work persistently in the cross-section between editorial photojournalism and visual ethnography, pushing the boundaries of human-centered design research to tell stories about globalization, cultural shift, and the aspirations and desires of people living in a changing world.

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Jacob Langvad Nilsson / JLCO Group (917) 740-9015