Advancing the Value of Ethnography

Genre: Paper

Enabling Our Voices to Be Heard

Enabling Our Voices to Be Heard

Identifying differences in how ethnography is practiced in academia and in business is the key to successfully developing ethnography further as a business discipline. In the following paper, I propose that the key difference between the practice of ethnography in academia versus business is the...

Showing the Value of Ethnography in Business

Showing the Value of Ethnography in Business

  This paper explores the value that ethnography brings to business. It uses the idea of examining the impact and value contribution of the ethnographic praxis within the innovation process and corporate culture. To specify the business impact, it highlights a framework for understanding the...

Guides Not Gurus

Guides Not Gurus

The past quarter century has seen the deployment of ethnographic methods in business grow from a curiosity to a prerequisite for success. But in the process, the outcomes of ethnographic research—customer empathy, strategic directions, lasting market insights that shape design—have not been...

Sunday is Family Day

Sunday is Family Day

This paper explores the transitions between “my-time” and “your-time,” between different social roles, and between different technological contexts. We used shadowing, voice-mail diaries and semi-structured group interviews to investigate the limits of seamless mobility. We identified an...