TYE RATTENBURY

Contributed Articles

Data Science and Ethnography: What’s Our Common Ground, and Why Does It Matter?

by TYE RATTENBURY (Salesforce) & DAWN NAFUS (Intel) As EPIC2018 program co-chairs, we developed the conference theme Evidence to explore how evidence is created, used, and abused. We’ll consider the core types of evidence ethnographers make and use through participant observation, cultural analysis, filmmaking, interviewing, digital and mobile techniques, and other essential methods, as well as new approaches in interdisciplinary and cross-functional teams.1 We’ve also made a special invitation to data scientists to join us in Honolulu to advance the intersection of computational and ethnographic approaches. Why? One of us is a data scientist (Tye) and the other an ethnographer (Dawn), both working in industry. We regularly see data science and ethnography conceptualized as polar ends of a research spectrum—one as a crunching of colossal data sets, the other as a slow simmer of experiential immersion. Unfortunately, we also see occasional professional stereotyping. A naïve view of “crunching” can make it seem...

Numbers Have Qualities Too: Experiences with Ethno-Mining

KEN ANDERSON, DAWN NAFUS, TYE RATTENBURY and RYAN AIPPERSPACH Field research holds a special place for those who conduct it. It is also our anchor for relevance in the corporation. This paper explores the authors’ experiences with “ethno-mining”, a way of joining data base mining and ethnography. Since 2004 we have been using a variety of sensing and behavioral tracking technologies in conducting field research. We will present the main characteristics of doing ethno-mining, compare ethno-mining to other field research technologies, highlight the strengths of ethno-mining in co-creating data with participants and conclude by noting how the representations have opened new conversations and discourses inside the corporation. In this way, these new opportunities to collect sometimes counterintuitive data contributes to the research itself as well as the ongoing process of constructing oneself as relevant....