The use of meta-analytic studies has grown steadily in recent decades as a means of establishing greater confidence and robustness of social science findings, but such approaches remain rare in the business world. This paper offers two inter-linked qualitative meta-analytic approaches for...
As companies become more interested in innovation, design, and the creation of experiences, they are increasingly utilizing ethnography as a way to understand their customers and potential customers. However, for most companies ethnography is still conducted in the classical sense, with...