Objectives: This was done for an for an International Packaged Foods Manufacturer. The goal was to collect household food stories to generate a series of cross-culturally comparable narratives that reveal both change and continuity in values and lifestyles as manifested through food.
Methodology and Process: This was conducted in different parts of the country. The stories aimed to uncover the personal and cultural meaning of common food-related household events, such as celebrations and holidays, as well as the contours of ordinary day-to-day food preparation and consumption.
- Self-documentation by a selected group of participant households, who were then visited by ethnographers for a comprehensive interview on the material they produced.
- The documentation medium was physical diaries with photographs and text. These were digitized by the ethnographers.
- The ethnographers then used their cultural expertise to provide framing commentary on the narratives and to produce a synthesis of important themes and patterns.
- Each household provided: –a week-long comprehensive photo-and-text diary of routine food purchasing and consumption for the entire household two special stories on food-related activities or events through digital photo illustration and written narrative.