All That Is Seen and Unseen: The Physical Environment as Informant

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LISA REICHENBACH and MAGDA WESOLKOWSKA

INTRODUCTION

There is an old riddle, “What is everywhere, but invisible?”, to which the answer is “air”. But in ethnography applied within settings such as marketing and product innovation, the answer might as well be “the physical environment.” While social scientists are trained to consider informants and environment as interrelated and crucial information sources in ethnography, it nonetheless appears that all too often the environment may be underutilized in ethnography in many industry settings. This is a troublesome omission as the physical environment can be tremendously valuable to any ethnographer on the hook to find strategically relevant insights about a given target.

This paper argues for a practice of industry-oriented ethnography in which the physical environment is viewed as an informant that helps us to find insights related to our end goal of understanding human behavior, such as what is highly motivating or what creates profound tensions for informants. We advance this argument in four sections. First, we make a case for what we believe to be the essential problem: that, notwithstanding extensive social science work on the significance of the relationship between people, places and material culture, the physical environment does not receive enough consideration in ethnography...

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