Intelligences

The best collection of global expertise in ethnography in business, including papers, PechaKucha, keynotes, tutorials and video.

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Advice for an Anthropologist Breaking into Business

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...

Evidence before Art: An Ethnomethodological Approach to Video Ethnography in Commercial Research Contexts

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...

In Defense of Personal Bias in Ethnographic Research

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...

Making an Impact

Abstract Paper by Isabelle Puaut

SUBMIT YOUR NEWS  |  BECOME A MEMBER Around the world EPIC Members are doing amazing things! Their achievements inform and inspire our community, advancing the value of ethnography. Check out this recent work: Huge congrats to Meg Kinney & Hal Phillips (Bad Babysitters), whose video ethnography on plus-size fashion won a Market Research Society award. Read or watch their presentation of this incredible work at EPIC2016, where they described how they did it and how they made it stick: “Plus Size Fashion: What Happens when Stereotypes, Fueled by Popular Culture, Creep into a Retailer’s Business Decisions?” ken anderson (Intel; co-founder &…

Developing Empathy through Research: Martha Cotton, A Profile

By ALANNAH BERSON How do you make 1000 designers better at research while ensuring quality and rigor at the same time? This is the kind of challenge Martha Cotton gets tackle at work everyday as Group Design Director for Research at Fjord—and as the newest member of the EPIC Board. “If we are going to deeply understand the people we are designing for, I’m passionate about helping my design colleagues get that understanding in the best and most efficient way. It is definitely a very fun part of my job, thinking about elevating how we do design research, and creating the tools and resources to support roughly 1000 designers around the world in their efforts to be better researchers.” One of the reasons Martha is so passionate about mentoring and teaching future researchers is that for her, becoming an ethnographer was a bit of an accident. “I was incredibly lucky early on to have the support of mentors who patiently nurtured what has turned out to be my life’s work.” This “accidental career” that Martha found...