Contributed Articles

Studying In and Studying Out

by ELIZABETH BROIDY and KEN ERICKSON An EPIC 2014 Workshop: Studying In and Studying Out: Linking Organizational and Consumer Ethnography The big idea here is this. Most anthropologists are working either in the organizational space or in the consumer space and no one is looking at the interface between these two cultural domains. Sharing what we have learned after years of practice in organizations and for consumer product and services companies, Erickson and Briody engaged workshop participants in sharing tips for bringing an understanding of organizations into so-called consumer research, and vice-versa. We told some stories, some tales of the field that pointed to difficulties within organizations that inhibited their ability to respond to consumer needs or to bridge the internal silos that limit the effectiveness of organizations in doing their work. The fun part was finding how much the participants shared. We found a range of tips and tricks for learning about the organization--internal clients if you work “inside”...