Advancing the Value of Ethnography

Thinking & Communicating with Visual Frameworks


Learn to interpret and create visual frameworks that make insights more legible and persuasive to diverse teams and stakeholders.

(This video has been edited to protect the privacy of participants in the original session.)

This tutorial is a crash-course in one of the most powerful research and storytelling tools—the visual framework.

Creating visual frameworks is a way of making complex information comprehensible and actionable, by distilling what is most relevant to the particular challenge or question at hand. Visual frameworks are a particularly effective way of making rich, ethnographic insights more legible and persuasive to diversely trained teams and stakeholders. 

In this session, we’ll present an introduction to visual frameworks before moving onto a series of practical exercises in learning to apply common frameworks, interpret unfamiliar frameworks and create original frameworks from data. We intend for this to be a highly interactive session, with plenty of time for questions and discussion. 

Participants will gain both a theoretical overview and practical experience of how to use visual frameworks to sharpen and communicate insights. This skill will be particularly useful to research practitioners and academic researchers who need to communicate their findings to non-research stakeholders. The session is introductory and suitable for framework novices, but we welcome advanced practitioners and look forward to learning together!

By the end of this session, participants will:

  • Understand the value of visual frameworks for qualitative research
  • Understand the nuances of what makes an effective visual framework
  • Gain practical experience of interpreting and creating visual frameworks


Erin Hackett, Associate Director, Stripe Partners

Erin specialises in foundational research—developing insight-driven frameworks and models to help clients map previously uncharted territories and make sense of emerging phenomena. Erin has led global strategic research projects for a wide range of clients, mostly in the tech and non-profit sectors. She previously worked in the development and global health field. She has an MA in Anthropology from The Graduate Institute of International and Development Studies, Geneva and a BA in Human Sciences from the University of Oxford.

Mujtaba Hameed, Senior Consultant, Stripe Partners

Mujtaba is a strategist and researcher committed to solving business challenges through deep human understanding. He brings experience from the fields of strategic innovation, brand design, and ethnographic research—especially within the tech sector. Before joining Stripe Partners, most recently Mujtaba was a freelance project lead for Jigsaw (Google) and Adidas. Mujtaba holds an MA in Archaeology & Anthropology from the University of Oxford, and an MSc in Social & Cultural Anthropology from UCL.

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