Intelligences

The best global expertise on ethnography in business, including articles, case studies, webinars & conference video.

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Back to the Future with Video Sociality: Rethinking Tech Commercialization and Design

by PATRICIA G. LANGE, California College of the Arts Once upon a time, a video-sharing site called YouTube was born. It greatly helped non-professional creators to post videos to the web. The platform initially broadcast diverse voices and eventually became a major competitor in the online video streaming space. The story of YouTube often begins and ends with the assumption that it achieved its destiny—that the YouTube we have now is the only YouTube that was ever possible. It feels inevitable that an up-and-coming video sharing site would commercialize. This common story of technological development and commercialization masks multiple desires that YouTubers envisioned for expressing the self and accomplishing society. Ultimately, it reduces our ability to imagine new frameworks for facilitating interaction with video. But there are alternative narratives. Other stories—particularly those told from users’ perspectives—matter because they help us understand how complex technical systems may be shaped to better serve...

Making Productivity Social Again: Melissa Gregg’s Counterproductive—Time Management in the Knowledge Economy

by RAYMOND JUNE, Workday Most of us struggle with managing our time while feeling perpetually swamped with work. White-collar professionals, myself included, have often turned like supplicants to time management tools ranging from self-help books to productivity software to maximize efficiency in less time. Confession: I once purchased a paper pocket guide to improving time management when feeling anxious about workplace performance pressures before the start of a new job. Despite its familiar and well-worn exhortations – set goals, track your time, create to-do lists, manage emails, develop routines, delegate – I clung to the belief that this manual among the surfeit of how-to texts and apps out there would be the one to help boost my productivity. My preemptive attempt at mastering time to reach peak personal performance raises a key question about today’s productivity-obsessed work culture: What, really, is the larger goal of work when the search for time-saving measures in the pursuit of productivity is its given ethos and...

Accelerating User Research: How We Structure Insights for Speed At Spotify

by SARA BELT, Spotify Instead of asking how we can further speed up research itself, the question becomes how we can better integrate research into the product development practice and speed up organizations’ ability to learn and iterate overall. For many years, insights was seen as peripheral to product development because of the perception that user research had low validity. I spent the first part of my career advocating for why teams should systematically listen to the people using their products, why anyone should trust qualitative insight to guide their decisions, and why research is a field of practice that requires specialized skills. Debates about validity have diminished as the research practice has gradually proven its ability to contribute value. Approaching product making from the perspective of data, evidence, and empathy is pretty much a given these days. In companies such as Spotify, the pendulum has swung the other way, where growth in demand for research has pushed us to scale the practice. New, more substantive...

Representation & Representative-ness

by DONNA LANCLOS, Anodyne Anthropology Donna is chairing the EPIC2019 panel "Representation & Representative-ness" on Monday, Nov 11, 11–12:00 in Providence, Rhode Island. EPIC2019 is around the corner and I’m excited to share the panel I have been invited to facilitate this year with a fantastic group of ethnographers: We will be tackling the ever-relevant theme of “representation”, a topic with a long legacy in ethnography and anthropology. Actually, I feel like the panel already started in the terrific discussions we had to develop our abstract, so I want to share some of that thinking here to inspire you to join the conversation in Providence! Our abstract begins: Ethnographers take pride in representing people’s voices with fidelity, empathy, and deep contextual understanding. But our work can end up reinforcing a distinction between people who “have experience” that we study for insights and people who “have expertise” to use, shape, and monetize that experience. In response...

New Forms of Literacy are Expanding Digital Expression

screenshot of YouTube cooking video "Housewife ka simple routine II Indian youtuber Ravina II"
by STUART HENSHALL, Convo Some time ago I watched an older Indian woman using Google Assistant to access recipes. She expressed how thrilled she was: her family would be eating new meals and they would appreciate her more. As I looked more closely, it was obvious the cooking instruction video (in Hindi) contained no text. (Makes sense, she doesn’t need it.) There are probably millions of recipes like this, many of them not professionally produced. In time, this woman herself may even become a creator of recipes and videos, despite not being able to write. She bypasses text for entertainment and learning, bringing her great joy and a new sense of independence. This is a significant change: previously, sharing recipes across time and space required writing, and less literate users avoided doing anything much more with their phones than calling. Now, voice and video technology is catalyzing new forms of engagement with a wider world. More recently, I was watching a group of TikTok creators talk about TikTok, a social media video...