JAMIE SHERMAN

Contributed Articles

Creating a Creators’ Market: How Ethnography Gave Intel a New Perspective On Digital Content Creators

KEN ANDERSON Intel Corporation SUSAN FAULKNER Intel Corporation LISA KLEINMAN LogMeIn, Inc. JAMIE SHERMAN Intel Corporation This case demonstrates how ongoing ethnographic research from within a corporation led to the re-segmentation of a market. The first part of the case focuses on how a team of social science researchers at a major technology company, Intel, drew on past research studies to develop a point-of-view on the increasing importance of content creation across a range of populations that challenged the findings of a quantitative market sizing study. Drawing on earlier qualitative work, the team was able to successfully argue for the value of ethnographic research to augment these findings and to show how research participants’ orientations toward technology constituted a more significant, and more actionable way of segmenting this new market than professional status, the differentiator used in the quantitative study. The second half of the case highlights the process of driving business change from within...

Tutorial: Anthropological Theory in Business Ethnography

Tutorial Instructors: KATHI KITNER Intel Corporation JAMIE SHERMAN Intel Corporation TUTORIAL SUMMARY Anthropological theory deepens and extends the impact of ethnography, adding significant value to the companies, organizations and communities we work with. Because professionals who use and execute ethnography in business come to the job from varying backgrounds, many ethnographers are seeking to extend their training in theory and research. And when we do engage more deeply with theory, many of us find that the epistemologies that drive research in business contexts are often in tension with anthropological understandings of research, knowledge, data, and evidence. As anthropologists working in a corporate setting, we sometimes struggle to reconcile these tensions and maintain an anthropological perspective in the rush of everyday productivity and work objectives. In this tutorial, participants collectively explored what we saw as foundational theoretical perspectives that, historically, have shaped ethnographic method. observation...

How Theory Matters: Benjamin, Foucault, and Quantified Self—Oh My!

by JAMIE SHERMAN, Intel Corporation For many anthropologists and ethnographers—and particularly those of us based in the US, where the self and its adherent freedoms and choices have long been a core cultural construct—the self is frequently at the center of our studies. Indeed we are often in a privileged position from which to critique and dismantle notions of self that are too easy, too pat, too unified. But increasing penetration of data into the domain of the “personal” and to the management and care of the self suggest that something is afoot in how the self is understood, experienced, and practiced more broadly. As an anthropologist working for a technology company, understanding this shift becomes important as we design for a world in which data plays new roles and gains different valences than it once had. While the future remains an open question, social science theory helps ground present uncertainties in historical trajectories and suggests key directions for research and design that intersect these changes. Just...