This case demonstrates how ongoing ethnographic research from within a corporation led to the re-segmentation of a market. The first part of the case focuses on how a team of social science researchers at a major technology company, Intel, drew on past research studies to develop a point-of-view...
Case Study—After discovering that there were over 25 projects going on in various business units in the company that involved children as end users, and that most people had a limited understanding of children's play, the researchers proposed a multi-cultural ethnographic project called...
When ethnographic or market research is employed to help de-risk potential products and services, the focus is typically on understanding markets, cultures and contexts external to the organization that would launch them. This paper shifts the focus to the sorts of organizational practices,...