LUIS ARNAL

Contributed Articles

Three Truths and One Lie: Reflections after Many Years of Doing Ethnographic Research / Keynote Address

LUIS ARNAL INSITUM Luis Arnal has been working at the intersection of business, design and social sciences for 20 years. He is co-founder and CEO of INSITUM, a leading innovation consulting firm with 120 employees and offices in the US, Brazil, Spain, Mexico, Peru, Colombia and Argentina. INSITUM was recognized as one of the top 10 most innovative companies in Latin America by Fast Company magazine in 2015. Before founding INSITUM, Luis worked as a strategy consultant for DiamondCluster in Barcelona and an innovator for E-Lab (now PublicisSapient) in Chicago. Throughout his career, he has been involved in more than one thousand consulting projects around design research, service design, UX, new product development and branding for some of the biggest companies worldwide in a wide variety of sectors such as financial, healthcare, internet, consumer goods, telecommunications, real estate and startups. He is also a mentor and board member at several startups and is an active member of the startup community in Latin America. He has...

Ethnography and Music: Disseminating Ethnographic Research inside Organizations

LUIS ARNAL and ROBERTO HOLGUIN In the applied context of ethnography its value depends not only on the quality of the research product alone but also on how it is received by the business audience. This paper presents some variables that describe and hope to overcome common barriers to the appropriate reception of ethnographic research in the business context. We are using music as a metaphor to the discussion of barriers and research use....