What is ethnography?

Sam Ladner, PhDConsultant and Principal

What is Ethnography?

• What is ethnography?• Ethnographic skills

• Interviewing• Observing

• Types of observations• Overt vs. covert• Ethical issues

• Corporate ethnography case studies• Nokia• Novo Nordisk• Intel• Prada

• Famous Ethnographies

What is ethnography?

• Ethno = culture; graphy = writing• A method, a product• Immersive• Extended period of time• Often focused on a particular culture

Observing

Ethnographic skill No. 1

Toronto, Ontario: Intentional manipulation of corporate logo: symbolizes resistance.

Denver, CO: Scooters in local supermarket: represents shoppers’ need to avoid walking while shopping

Interviewing

Ethnographic Skill No. 2

Can happen in a workplace “culture”

Or in a “foreign” culture

Overt versus covert

Types of observation

Overt Covert

Ethnographer 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 implications

• Informed consent• Protection of privacy• Harm to participants• Deception

Great ethnographies

• Crestwood Heights, John Seeley: classic study of what is now known to be Toronto’s Forest Hill neighbourhood

• All of Our Kin: Carol Stack’s nuanced study of African American women’s intertwined lives

• Street Corner Society: William Foote Whyte’s “Chicago school” of urban ethnography

• Learning to Labour: Paul Willis’s study of working class British boys becoming working class men

Gaining access to closed sites

Open• Communities• Malls• Raves

Closed• Firms• Schools• Hospitals

Need permission and introductions from a gatekeeper

No permission required, but must be accepted by the group. Go through gatekeepers.

Case studies

Corporate Ethnography

Researched how consumers in developing countries deal with diabetes. Uncovered unmet needs in diabetes treatment

Employs 24 full-time ethnographers to research computer use in the home, at work, and in the mobile space

Ethnography in Asia and Africa lead to “image only” cell phone design with long battery life

Case Study: Prada shopping

Corporate Ethnography

Mirrors have a 5-second delay allowing shoppers to see the view from behind

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