Overview

This 5-week practical filmmaking course is designed for those interested in commercial ethnographic research.

Across in-person sessions, you will learn how to capture authentic human behaviour on video, generate more insightful and meaningful footage for your ethnographic research, and understand how to translate your anthropological knowledge into the business context and vice versa.

You will learn how to apply video recording and editing skills with your own equipment, enabling you to continue creating after the course has finished.

With guidance from the course leader, you will master the art of distilling self-shot footage into a short documentary film.

Who this course is for

Those with little to no experience with filmmaking are welcome on this course, but it may also be of interest to those with storytelling experience, those who are interested in or currently work within ethnographic or commercial research.

The intended learning outcomes of this course are designed to equip participants with essential skills for using video in ethnographic research within a commercial context.

Course content

With guidance from Deana Kotiga, students will learn from someone with a deep understanding of both the commercial and anthropological worlds. The course’s unique blend of fieldwork, video production, and business application ensures that students not only capture authentic human behavior but also know how to analyse, interpret, and present findings in a business context.

Additionally, participants will have the opportunity to create a short ethnographic film, culminating in a final screening and presentation. This practical project allows students to showcase their new skills while receiving feedback from peers and industry professionals. The focus on both the technical and analytical aspects of visual ethnography makes this course an invaluable experience for anyone looking to bridge the gap between anthropology, filmmaking, and business.

Overall, participants will develop practical, technical, and analytical skills to produce meaningful, well articulated ethnographic films and apply them in real-world commercial research.

Teaching and structure

The course is delivered through a mixture of seminars, discussions and workshops.

Learning outcomes

By the end of this course, you will be able to:

• Apply Ethnographic Methods to Commercial Research: Understand the principles of visual ethnography and how to translate anthropological insights into actionable business strategies. This includes interpreting research briefs and designing fieldwork to address commercial objectives.
• Capture Authentic Human Behaviour on Video: Master basic camera techniques, such as framing, focus, and sound, to effectively capture meaningful human behaviour. Participants will learn to shoot both interviews and B-roll footage that reveals deeper insights.
• Analyse and Interpret Video Data: Develop skills in analysing video footage using anthropological concepts to identify key themes and insights. This includes writing fieldnotes, creating participant edits, and constructing a final thematic edit.
• Edit and Present a Short Ethnographic Film: You will be introduced to basic concepts of free and accessible editing software, enabling participants to arrange and edit, a 3-5 minute final video. This video will showcase their ethnographic findings and demonstrate the ability to communicate insights effectively.
• Develop Communication Skills for Business: Gain experience in presenting ethnographic findings in a commercial setting, using video to convey insights and inform business decisions. This includes creating concise and impactful presentations alongside video screenings.

Cost

The standard course fee is £325. The following discounted rates are also available:

• Concession: £275
• UCL student: £225

Course team

Deana Kotiga

Deana is a seasoned business anthropologist, Visual Ethnographer, Photographer & Filmmaker, with extensive experience working with high-profile clients like Coca-Cola, Unilever, and Barclays.

Course information last modified: 31 Jul 2025, 17:01