by TYE RATTENBURY (Salesforce) & DAWN NAFUS (Intel)
As EPIC2018 program co-chairs, we developed the conference theme Evidence to explore how evidence is created, used, and abused. We’ll consider the core types of evidence ethnographers make and use through participant observation, cultural analysis, filmmaking, interviewing, digital and mobile techniques, and other essential methods, as well as new approaches in interdisciplinary and cross-functional teams.1
We’ve also made a special invitation to data scientists to join us in Honolulu to advance the intersection of computational and ethnographic approaches. Why?
One of us is a data scientist (Tye) and the other an ethnographer (Dawn), both working in industry. We regularly see data science and ethnography conceptualized as polar ends of a research spectrum—one as a crunching of colossal data sets, the other as a slow simmer of experiential immersion. Unfortunately, we also see occasional professional stereotyping. A naïve view of “crunching” can make it seem...
by SHELLY HABECKER, Swiss Re
"How do I make ethnography relevant to my company?"
This was the question that I took to Tracey Lovejoy (co-founder of EPIC, former Senior Manager at Microsoft, and founder of Lovejoy Consulting); Christian Madsbjerg (founder of ReD Associates and best-selling author of two books on applying social sciences to business); and Alexandra Mack (Alchymyx; formerly Senior Fellow at Pitney Bowes & EPIC Board Secretary). All three are leading lights in the Ethnographic Praxis in Industry Community who have invested their careers in a belief that observing and listening to human beings matters for better business.
A little over a year ago, after two decades of working on African migration issues in governmental and academic environments, I started a job at a large insurance company. I was attracted by the potential to use my training as an anthropologist to create better financial safety nets for people through the insurance industry. My managers were not looking for an anthropologist per se, but they let...
by NICK AGAFONOFF, Real Ethnography/The Practice Insights
I think of myself as a video ethnomethodologist1 – a social scientist who utilises disruptive techniques (social experiments) in conjunction with technical videography to explore, document and represent how people subjectively make sense of and navigate their everyday worlds in relation to brands, products and services.
My films and their usefulness depend entirely on the scientific process that I employ to facilitate objectification of the lived experience data collected, otherwise referred to as the evidence. My films become art the moment they become about my own subjective experience; the moment I depart from being an objective social scientist.
At EPIC2017 in Montreal, I had the pleasure of presenting my 10-minute documentary Andrew’s Story, an emotional portrait of a man who had recently experienced a permanent disability but was refusing to claim on his disability insurance. My client wanted to understand why people like Andrew are not making claims when...
by ANNA ZAVYALOVA, Stripe Partners
Past midnight, I’m shivering outside a pub in Shoreditch, the rain beginning to drizzle ever so viciously. It has been fifteen minutes since I left my friends and ordered an UberPool home. As I watch yet another cab drive by, I think about the millions of factors that make one choose how to get around a city. I think about comfort, cost and convenience, space, speed and safety.
Earlier this year I was involved in a study of pooled mobility in the UK, India and Brazil, where we tried to make sense of car sharing ‘grammar’ across these dramatically different cultural landscapes. The project, which came to an end in March, and the subsequent paper I wrote for EPIC a few months later, should feel like a closed chapter. Yet as I traverse cities, home and abroad, during the day and late at night, I never stop noting, observing, collecting data – often without realising I’m doing it. Even after a night out, I am still an ethnographer, fascinated by how people and vehicles, cultural values...