What is it?
How does it work?
Now you do it
The new core competency is ethnography. Companies use it to
gain insights into the culture and behavior of their customers.
But the demands of business are different from those of an
anthropologist doing ﬁeld research. The most obvious is speed.
– Business Week 6/06
an·thro·pol·o·gy / •
the study of humankind, the
comparative study of human
societies and cultures and their
Antropología: estudio de los
seres humanos desde una
perspectiva biológica, social
Now lets try it on one of your current
Substantive Contribution: Does the piece contribute to our
understanding of social-life?
Aesthetic Merit: Does this piece succeed aesthetically?
Reﬂexivity: How did the author come to write this text.
Was there adequate self-awareness and self-exposure for
the reader to make judgments about the point of view?
Impact: Does this affect me? Emotionally? Intellectually?
Does it move me?
Expresses a Reality: Does it seem ‘true’—a credible
account of a cultural, social, individual, or communal
sense of the ‘real’?
-Laurel Richardson, Professor Emeritus Sociology, The Ohio State University