The act of shopping for food is a very local experience, yet large food retail chains have built their business on homogenizing and standardizing the experience. In this article, we mobilize an ethnographic study carried out in 2018 for a food distributor regarding a new model of online...
In 2016, we set out to understand the future of driverless mobility—and specifically, how a mobility company can build products and services that will optimize the relationships between people and advanced assistive systems in an increasingly automated future. This case study will shed light on...
The auto insurance industry is being disrupted by insurtechs that are leveraging data and technology to solve pain points in parts of the customer journey, while emerging technology in adjacent industries threatens insurance as it currently exists. As a result, insurance companies are imagining...
This case study examines how one Artificial Intelligence (AI) security software team made the decision to abandon a core feature of the product – an interactive Knowledge Graph visualization deemed by prospective buyers as “cool,” “impressive,” and “complex” – in favor of one that its users –...
This case study demonstrates the radius of influence that ethnographic insight can have throughout an organization as well as how it can be tied to business outcomes. This case also represents the power of video ethnography as a robust and enduring data set that provides a visceral, contextual,...
During recovery and transition to the ‘new normal’, the loss of agency for patients and families of patients who go through a major health disruptor such as transplant, cancer, or cardio-vascular disease can be profound. Considering this, how can acute care hospitals help solve for caregivers’...
Case Study—This case study highlights the value of exploring the reality of having and treating psoriasis. Its aim is uncovering why it is that, despite treatments being available that offer transformative results, people with psoriasis can continue to live in isolation and with feelings of shame....
Case Study—This case explores a research and consulting engagement whose goal was to build an investment case for a new type of 21st century gym for the spirit, mind, and body. The client, a group of well-funded U.S. entrepreneurs, wanted to design and launch a venture that would be positioned to...
This case examines an effort by San Francisco-based Square to gain a better understanding of its customers who reside outside of major metropolitan areas. The first part of the case provides detail on research: a mobile ethnography study of small business owners conducted over a two-week period at...
Case Study—This case demonstrates the power of video as a data collection tool and a storytelling approach to the presentation of research findings. Fresh Produce Clothing specifically selected Bad Babysitter as a consulting partner for their expertise in video-based ethnography and narrative...