TRULS JOHNSEN

Contributed Articles

Regional Strategy in a Globalized World

An EPIC Talk with: NIKHITA GHUGARI (Xeno Co-Lab, India) ROBERTO HOLGUIN (Fjord/Accenture, Mexico) TRULS ERIK JOHNSEN (EGGS Design, Norway) YUEBAI LIU (ri studio, UK) MOOWA MASANI (REACH Insights, South Africa) DINA MEHTA (Convo, India) SWAR RAISINGHANI (Xeno Co-Lab, India) Thursday, August 20, 2020 8:00–9:30am San Francisco / 10am Mexico City / 4pm London / 5pm Cape Town / 8:30pm Mumbai *Join 15 minutes early for informal intros & chatter with EPIC members & staff! This online event is free for EPIC Members Overview Culture and commerce are transnational and dynamic, but in many ways, corporations and organizations of all kinds still rely on a static map of the world. Traditional borders and metrics are used to create market segmentations, product and service offerings, organizational hierarchies, strategic plans, and daily work practices. This panel will tackle world regions conceptually and tactically, exploring the ways regional orientations help and hinder ethnographic work to create value for...

Contextualizing Customers

TRULS ERIK JOHNSEN and PER HELMERSEN This paper is based on fieldwork in Pakistan and Malawi and focuses on the importance of communicating contextualizing stories to HQ and business developer teams. By means of an explorative approach—even in highly structured commercial projects with formalized needs—we’ve uncovered findings and generated understandings that would be hard to pinpoint from a desktop-based pre-study or demand driven fieldwork. These findings in turn have proven to be important tools for said business developers in spite of the fact that they were not included in the initial fieldwork specification. Since our respondents are seen, heard and understood as far as possible within their own framework of values, priorities and aspirations, we, as researchers, are in a position to communicate a well-grounded and more refined picture of their daily lives rather than merely communicating the measurable hard facts back to corporate business developers....