Tassos Stassopoulos, Trinetra's Managing Partner and CIO, attended the 2025 World Governments Summit in Dubai to showcase Trinetra's Fast And Collaborative Ethnographic (FACE) process and how we integrated it with investment processes to drive actionable and sustainable outcomes.
FACE is a bespoke method that embraces the intimacy and empathy of ethnographic fieldwork while using collaboration to work faster and find insights for investment and policy.
At Trinetra, we know that traditional, long-term ethnographic work produces unique insights into a group’s lives, values, and motivations by understanding people in profound and intimate ways. However, these insights often arrive too late to be actionable. That is why, we developed FACE, a bespoke method that embraces the intimacy and empathy of ethnographic fieldwork while using collaboration to work faster and find insights for investment and policy.
We showcased FACE as part of the Edge of Government exhibition where the theme this year is The Butterfly Effect - how small actions can have a magnified effect across the world.
Trinetra’s innovative approach was a centrepiece among the 8 showcased innovations.
The team at the PM’s Office of the UAE commissioned a 3.5-metre-tall digital fridge to showcase our research on fridges and social values in EMs. The virtual refrigerator highlighted our theory of Fridgeonomics, a view of fridges as a window into people's changing values and motivations.
Our approach sparked widespread interest among global leaders, businesspeople and researchers who were intrigued by our capacity to see wider trends in unexpected places.
Our message to governments is that to make investments or drive policies that truly transform lives, we must stop seeing people as numbers and start seeing what their lives reveal. And sometimes the best way to understand society is to open its fridge.
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