Advancing the Value of Ethnography

Integrating Data & Social Science


Our new era of research requires a shift from narrowly defined user studies to integrated data and social science.

In Stripe Partners’ report The New Research Playbook, Stripe Partners outlined one important shift that practitioners need to embrace: the skillset shift from narrow user research to integrated data. In this session Qamar Zaman and Tom Hoy outlined what an integrated approach can look like in practice. Using concrete case studies they explored some of the challenges of forging an integrated approach, how to overcome them and what’s possible when this is done effectively.

Sponsored Session presented by Stripe Partners


Qamar Zaman is a Partner and the Chief Data Scientist at Stripe Partners. He has advised some of the world’s leading financial services and technology firms on questions around social connectedness, culture and behaviour. Qamar’s expertise lies at the intersection of data science, economics and behavioural science. Before joining Stripe Partners, Qamar was the Chief Economist and Head of Data and Behavioural Science at the Financial Services Culture Board, where he built and led globally the largest exercise to assess culture in financial institutions. He began his consulting career at Oliver Wyman, and holds degrees from the University of Oxford, McGill and Lahore University of Management Sciences.

Tom Hoy is a Partner at Stripe Partners. He has spent 12 years advising some of the world’s leading organisations on strategy and innovation. Tom’s expertise lies in applying social science theory to unlock concrete business and product challenges. The frameworks and concepts developed by Tom’s teams guide the activity of clients including Spotify, Google and Intel. His work has been covered by the “Financial Times” and “The Guardian.” Prior to co-founding Stripe Partners, Tom was a leader in the social innovation field, growing a hackathon network in South London to several hundred members to address local causes. Tom holds a Masters in International Relations from the LSE.