What is ethnography?Sam Ladner, PhDConsultant and Principal

What is Ethnography?What is ethnography?Ethnographic skillsInterviewingObservingTypes of observationsOvert vs. covertEthical issuesCorporate ethnography case studiesNokiaNovo NordiskIntelPradaFamous Ethnographies

What is ethnography?

Ethnographic skills

Types of observations

Corporate ethnography case studies

What is ethnography?Ethno = culture; graphy = writingA method, a productImmersiveExtended period of timeOften focused on a particular culture

ObservingEthnographic skill No. 1Denver, CO: Scooters in local supermarket: represents shoppers’ need to avoid walking while shoppingToronto, Ontario: Intentional manipulation of corporate logo: symbolizes resistance.

InterviewingEthnographic Skill No. 2Or in a “foreign” cultureCan happen in a workplace “culture”

Overt versus covertTypes of observationOvertCovertEthnographer informs participants of their study and is transparent about research.Ethnography does not inform participants of the study and must balance ethical issue of deception.

Ethical implicationsInformed consentProtection of privacyHarm to participantsDeception

Great ethnographiesCrestwood Heights, John Seeley: classic study of what is now known to be Toronto’s Forest Hill neighbourhoodAll of Our Kin: Carol Stack’s nuanced study of African American women’s intertwined livesStreet Corner Society: William Foote Whyte’s “Chicago school” of urban ethnographyLearning to Labour: Paul Willis’s study of working class British boys becoming working class men

Gaining access to closed sitesOpenCommunitiesMallsRavesClosedFirmsSchoolsHospitalsNeed permission and introductions from a gatekeeperNo permission required, but must be accepted by the group. Go through gatekeepers.

Case studiesCorporate EthnographyResearched how consumers in developing countries deal with diabetes. Uncovered unmet needs in diabetes treatmentEthnography in Asia and Africa lead to “image only” cell phone design with long battery lifeEmploys 24 full-time ethnographers to research computer use in the home, at work, and in the mobile space

Case Study: Prada shoppingCorporate EthnographyEmbedded RFID tags in clothes so shoppers can easily find complete outfitsCreated frosted glass doors for changing rooms that turn to windows at the touch of a buttonMirrors have a 5-second delay allowing shoppers to see the view from behind