WILLIAM REESE, WIBKE FLEISCHER and HIDESHI HAMAGUCHI
Time, budget, and resource pressures will impact ethnographic work into the foreseeable future. As “de-skilling” threatens ethnography—disrupting an integrated, holistic approach and output—we must seek new work practices. We have advocated and implemented an explicitly integrative model of collaborative practice, which interconnects the knowledge domains within a cross-disciplinary team to generate effective, powerful insights. This model, which we will call hyper-skilling, focuses on assembling knowledge and communication with other key perspectives such as branding and marketing strategy, historical analysis, trends forecasting, and in many cases design and engineering. Each plays a key role in determining a company's course of action. We also argue that the multi-disciplinary team model is well-suited to corporate settings and the conditions in which ethnographers are increasingly asked to practice. Intended or not, academic environments tend to promote the isolation of...
We've worked hard to eliminate cookies that don't serve you and our nonprofit community. By clicking "Accept" you consent to our use of all cookies. To manage analytics and social cookies, click "Settings."
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
These cookies are used by social media links that you can use to share our content easily. If you use these links on our site, data will be exchanged with the platform on which you’re sharing (e.g., Twitter, LinkedIn)