What is ethnography? A method, a product Immersive Extended period of time Often focused on a particular culture
Ethnography is observing Denver, CO: Scooters in local supermarket: represents shoppers’ need to avoid walking while shopping Toronto, Ontario: Intentional manipulation of corporate logo: symbolizes resistance.
Ethnography is interviewing Or in a “foreign” culture Can happen in a workplace “culture” Or in a domestic “culture” Photo Courtesy of Underwhelmer, Flickr
Case studies Corporate Ethnography Employs 24 full-time ethnographers who helped design a computer with a dust filter and runs off a car battery for use in India Ethnography in Asia and Africa lead to “image only” cell phone design, multiple address books, and long battery life Researched how consumers in developing countries deal with diabetes. Uncovered unmet needs in diabetes treatment.
Case Study: Prada shopping Corporate Ethnography Embedded RFID tags in clothes so shoppers can easily find complete outfits Created frosted glass doors for changing rooms that turn to windows at the touch of a button Mirrors have a 5-second delay allowing shoppers to see the view from behind
Why does ethnography help companies innovate? “Ethnography may start by exploring the experience of those directly involved in the institutional setting, but they are not the object of investigation. It is the aspects of the institutions relevant to the people's experience, not the people themselves, that constitute the inquiry.” Smith, Dorothy. 2005. Institutional Ethnography: A Sociology for People. New York: Altamira. We learn how people interact with our business, our brand, and our bureaucracy, from their point of view.