Flux ethnography and design in a shifting landscape


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Flux: ethnography and design in a shifting landscape

By Maria Bezaitis -Intel Corporation

Presented at Merlien Institute's conference on Qualitative Consumer Research & Insights Conference, 7 & 8 April 2011, Malta

Published in: Education
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Flux ethnography and design in a shifting landscape

  1. 1. flux:ethnography and design in a shifting landscape Maria Bezaitis/Intel Corporation David Hockney, 1986 QCRI April 2011
  2. 2. ethnography: the writing of culture a literary form that elucidates cultural assumptions & logics that may be implicit or unspokenImportantly: it is NOT in-home interviews. QCRI April 2011
  3. 3. A brief historyPhase 1 —pre 90s:• Social science in the labs (Xerox PARC) performing “science” for corporate R&D and product development.Phase 2 —1995-2005:• “Experience” work brings ethnography into marketing and product development organizations.• People-centered innovation takes off.Phase 3 —2005+:• Internet is a mainstay of everyday life.• Technology ecosystems shift to platforms.• New opportunities for how companies produce products and how social research is developed and deployed. QCRI April 2011
  4. 4. 3 ideas1. social “flux” & business innovation go together2. ownership models are changing3. user research and design research are best handled as a public good QCRI April 2011
  5. 5. idea 1: social “flux” &business innovation go together QCRI April 2011
  6. 6. deeply personal values can change 1998 from consumption to production from intimate and personal to socialyour photographs are good enough for me QCRI April 2011
  7. 7. user research = advocacy for real people (companies need to do the advocating) QCRI April 2011
  8. 8. “understand people to create compelling experiences.” understand what people need today across values that persist… as a basis for making great products. QCRI April 2011
  9. 9. idea 2:ownership models are in flux. what’s “mine” is fungible. QCRI April 2011
  10. 10. ownership is about the rights I believe I have to objects in my possession.East Pediment, Elgin Marbles, British Museum Denver Bike Sharing program QCRI April 2011
  11. 11. how is ownership in flux? longer time frames matter less the object owned changes fast status may matter less other things may matter more:co-production, sharing, reputation. QCRI April 2011
  12. 12. everyday entrepreneur:personal interest & collective interest desire to share extremely adept at ecologies premium on reputation hackerspace QCRI April 2011
  13. 13. people are co-creating products with corporations.“it’s people who can best represent andact in their own interests, to know their own ‘needs’; not corporations.” (von Hippel 2006) QCRI April 2011
  14. 14. “free reveal” “When the practical benefits from free revealing exceed the benefits that are practically obtainable from holding an innovation secret or licensing it, free revealing should be the preferred course ofaction for a profit-seeking firm or individual.” [von Hippel] QCRI April 2011
  15. 15. idea 3:“freely reveal” user & design research. turn it into a public good. QCRI April 2011
  16. 16. endQCRI April 2011
  17. 17. “all that separates the gift from thesimple barter is the time delay between the gift and the counter gift.” [P. Bourdieu, 1972] BARTER 1/1/11 1/5/11 1/10/11 1/20/11 2/1/11 2/10/11 QCRI April 2011
  18. 18. Presented at the International conference onQualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: http://www.merlien.org QCRI April 2011