Jennifer Collier Jennings

Perspectives

Considering the Futures of Ethnography for Social Change: An Interview with Panthea Lee

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Panthea Lee: As ethnographers we can guide conversations and support conflict mediation in ways that do not just further entrench people in their positions.
By VICTORIA LOWERSON BREDOW and CONNIE MCGUIRE, Research Justice Shop "As ethnographers we can guide conversations and support conflict mediation in ways that do not just further entrench people in their positions." —Panthea Lee In August 2021, we connected with EPIC2021 keynote speaker Panthea Lee—strategist, organizer, designer, and facilitator, and Executive Director of Reboot. Panthea is a pioneer in designing and guiding multi-stakeholder processes to address complex social challenges, with experience in 30+ countries with partners including UNDP, MacArthur Foundation, Luminate, CIVICUS, Wikimedia, Women’s Refugee Commission, and governments and civil society groups at the national, state, and local levels. We were excited to get to know Panthea, learn about her work, and now, share our conversation1 with the EPIC community in advance of her talk. How did you come to do the work you do now? —Victoria I am from Taiwan. My family lived there during one of the longest periods of martial law in the world, 38 years. I think...

Talks

Design Anthropology and Design Culture: In Pursuit of a Well-Thought World

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Learn about new concepts and practices in the evolving intersections of ethnography and design. An EPIC Talk with , University College London Overview This talk explores the role of ethnographers when collaborating with designers, and especially about how material culture can play a part in this collaboration. There is no longer a clear distinction between…

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Perspectives

Feedback Fatigue: Redesigning the Research Process for Sustainable Insights

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The best textbook method may not be the best-applied method.
by CAITLIN MCCURRIE, Atlassian For the best-quality insights, design research for the experience of participating, not the method alone. When you think of running a diary study, we guess that Confluence isn’t the first research tool that comes to mind. Confluence is best known as a tool for knowledge management and team collaboration and not a platform to host a diary study, but with limitation comes creativity. In an effort to overcome the limitations in our research process we discovered an innovative and sustainable means to interact with our user population. From adapting Confluence into a longitudinal research tool to removing research tools and touchpoints, we’ve redesigned our research process to support ongoing contact with our user population. Through our journey, we’ve found three key learnings that have removed friction in the participation experience and improved the quality of our work. Design with your participant’s experience in mind, not just your preferred methodology. Use your knowledge of your population’s...

Perspectives

Putting the ‘Social’ Back in ‘Social Science’ Research

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two silhouetted women talking in front of photographs of women, horse
By MIKKEL KRENCHEL, ReD Associates Three strategies for designing research that captures the social forces shaping people's behavior. Remember the days when a main challenge of the EPIC community was convincing executives that humans weren’t just rational actors all the time? Back when arguing for the value of ethnographic research, thick data, and so forth, started with getting executives to realize that there was more to people than what could be observed through a spreadsheet? Fortunately, those days are long gone. Today, most successful leaders of large corporations readily embrace the idea that humans are complex, emotional creatures and that the success of their business in large part rests on making the right bets on how they will behave. In response, research departments across the corporate world have grown exponentially in both size and sophistication, and ‘ethnographic research’ as a term has almost gone mainstream. It would be easy to conclude that it’s time to declare victory. But if you look a little closer...

Perspectives

When the Insights Matter, Humans Matter

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Words painted on the road for pedestrians: "Edrychwch L'r Dde" "Look Right"
By JILL KUSHNER BISHOP, Multilingual Connections Machine translation can undermine nuanced research data and analysis—here's a close look at human/machine difference. Connecting with other people is at the heart of ethnographic research – understanding their perspectives, preferences, and behaviors helps organizations create and align offerings with consumers. Research relies on clear communication to optimize participant experience and develop meaningful insights from research results. Yet not all communication is created equal – especially when working in multiple languages. Translation by machine or an inexperienced translator often lacks cultural nuance and can miss the mark, resulting in a poor participant experience, study attrition, less than optimal interpretation, and ultimately insufficient research outcomes. To illustrate the differences in output between human and machine translation, we set up several experiments – first pitting human vs. machine and then pitting two experienced translators against each other....

Perspectives

Ethnographers Don’t Create Futures, People Do: Ethnographic Context and Facilitating Better Futures

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by DINA MEHTA & STUART HENSHALL, Convo Ethnographic context helps people see alternate possibilities and situations where decisions may play out—and create better futures. The future, of course, is inherently unpredictable. As the EPIC2021 theme Anticipation begins, “There are no future facts. Yet we humans constantly create potential futures.” People create futures when they begin to see alternate possibilities and situations where their decisions—and those of others—may play out. This creates choices and potential options, while also identifying risks, implications of operating in a different world, and new areas for research and exploration. To do this, organizations need to be able to learn about the world “out there,” as well as understand and shift their own positioning within it. How can ethnographers facilitate this quest to anticipate the future? Our work has focused on the organizational change needed for our clients to see and create new potentials. As ethnographers we bring stories into the organization,...

Perspectives

An Embarrassment of Data: Why Businesses Should Focus on Hypothesis Building

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Abstract
Collecting data doesn't create value on its own – businesses need to focus on building capabilities and honing strategy. by CYRIL MAURY, Stripe Partners "What a useful thing a pocket-map is!" I remarked. "That's another thing we've learned from your Nation," said Mein Herr, "map-making. But we've carried it much further than you. What do you consider the largest map that would be useful?" "About six inches to the mile." "Only six inches!" exclaimed Mein Herr. "We very soon got to six yards to the mile. Then we tried a hundred yards to the mile. And then came the grandest idea of all! We actually made a map of the country, on the scale of a mile to the mile!" "Have you used it much?" I enquired. "It has never been spread out, yet," said Mein Herr: "the farmers objected: they said it would cover the whole country, and shut out the sunlight! So we now use the country itself, as its own map, and I assure you it does nearly as well." —Lewis Carroll, Sylvie and Bruno Concluded, Chapter XI Backup 20,038 photos to save...

Intelligences

超越用户需求 —以内容理解为导向构建推荐系统

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作者：IVETA HAJDAKOVA, Stripe Partners; DEB MCDONALD, Spotify; SOHIT KAROL, Spotify Originally published in English: "Beyond User Needs: A Meaning-Oriented Approach to Recommender Systems" 导语：Spotify是一个在全球范围内坐拥数亿用户的音乐流媒体app，擅长以智能推荐打造高质量的听众体验。通常来说，构建智能推荐系统要从用户需求和用户目标入手。本文则试图描述一种以内容理解为导向的新思路：探究听众如何理解音乐，并根据这种理解生成智能推荐，从而让音乐体验更加深刻，让听众对音乐产生新的理解。 依托于卢锡安•卡匹克 （Lucien Karpik）于2010年提出的经济社会学理论，本文试图探索各类听众如何感受音乐、理解音乐。研究表明，听众被音乐打动有两种模式：其一是音乐层面的触动，其音乐体验的核心是音乐本身；其二是非音乐层面的触动，其音乐体验的核心是听众本人。在这两种模式当中，听众借助音乐的各种属性（内部线索）和第三方评价（外部依据）来理解音乐。听众的音乐体验可以根据他们所用到的内部线索与外部依据分为九大类型。 本文所提出的方法不仅适用于音乐平台，也可用于其他提供内容体验的数字平台和推荐系统。 关键字：内容理解，推荐系统，音乐，流媒体 在讨论数字平台、推荐系统以及注意力经济时，规模化是研究与设计当中的重要命题。对于Spotify、Netflix和Youtube这样的流媒体平台来说，商业模式注定它们要吸引大量用户；而对于用户来说，平台的价值在于提供量身定造、引人入胜的内容体验。为此，这一类用户界面要收集海量数据来生成个性化推荐，根据用户的音乐品味、所在场景、甚至是当下心情来推荐内容。 为了让每一位听众在每一次使用Spotify时都有高质量的音乐体验，Spotify面临独特的机遇和挑战。与绝大多数app不同，Spotify主要通过听觉而非视觉来缔造用户的内容体验，因此在分析改进内容体验时会有几大难点： 首先，以视觉为基础的内容类app可以根据屏幕使用时间、点赞和保存等交互行为来理解用户如何使用app。但对于Spotify来说，在按下播放键、音乐响起之后，听众就很少再与app界面产生交互，其音乐体验如何就不得而知了。此外，Spotify听众与app界面的交互在很大程度上取决于听音乐的场景：如果听众正在一边听音乐一边开车或是跑步，就基本不会与app界面有交互。 其次，如果根据音乐态度进行用户细分，各类型听众的音乐知识水平有差异，他们辨识音乐、搜索音乐、发现音乐的能力也因人而异。如何阐释音乐，音乐应该怎么听，好音乐的标准是什么……...

Perspectives

Anthro-Vision: A New Way to See in Business and Life

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a book review by SIMON ROBERTS, Stripe Partners Anthro-Vision: A New Way to See in Business and Life Gillian Tett 2021, 304 pp, Avid Reader Press / Simon & Schuster → Watch Simon Roberts in conversation with Gillian Tett & Donna Flynn Ulf Hannerz once proposed that “common sense is cultural ‘business as usual’; standard operating procedure, one’s perspective at rest” (127). Gillian Tett’s journalism unsettles perspectives at rest. If there’s one simple message for the general reader in her new book Anthro-Vision it is this: the promise and value of anthropology lies in making visible that which is close to hand but ignored. It offers a means to see the world differently. There’s also a message for those whose work involves the application of anthropological thinking or ethnography: we should revisit our own assumptions about how we conceive of and communicate our value. The book is a resounding call to arms in a world beset by a ‘tunnel vision’. What is the basis for Tett’s faith...

Perspectives

How Ethnographic Methods Make APIs More Usable

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abstract design
by LIBBY KAUFER and MARIA VIDART-DELGADO, Ad Hoc LLC Ethnographic methods that center systems-thinking, how knowledge is constructed, and how knowledge is shared among communities are the best approach for developing collective digital products like APIs. Application Programming Interfaces, commonly known as APIs, connect the front-end interfaces we see when we navigate the internet (like websites and apps) to the back-end systems, or databases, that store information. APIs enable people to carry out transactions online, like purchasing goods, booking flights, or applying for government benefits. While they are invisible to end-users, APIs are crucially important to developers and to the way many websites, programs, and applications function. Like codebases and databases, APIs are objects consumed collectively and collaboratively by teams of developers who work together to integrate front-end to back-end systems, run tests, and monitor and troubleshoot integration issues. In the context of APIs, typical UX research methods...

Talks

Anthro-Vision: A Manifesto for Ethnography in Business

Video screenshot of Anthro-Vision: A Manifesto for Ethnography in Business

Watch , author of Anthro-Vision and editorial board chair (US) of the Financial Times, in conversation with , VP Global Talent Management at Steelcase, and , EPIC Board President  Anthro-Vision is a powerful argument for the predictive, strategic, practical, and moral value of understanding the world through a cultural lens. In her new book,…

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Perspectives

Best Laid Plans…An Ethnographic Approach to Foresight

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by STEWART ALLEN, MindSpark With an ethnographic lens on foresight and planning, we can see how futures unfold through people's daily journeys of anticipation and improvisation. What is Foresight? Foresight is an umbrella term used to describe a wide variety of methodologies and approaches for considering and preparing for possible and probable futures in order to help inform present and future courses of action. Today, it is an important and widely deployed practice that has developed in a variety of fields, from public policy such as state and town planning, to technology and R&D, and more recently strategic and financial approaches in business fields to help ensure the long-term survival and success of companies. Many of the approaches that come under the umbrella of foresight blend into one another. The majority of approaches to foresight typically employ pre-defined categories in their analysis – identifying trends in the social, technological, economic, and political spheres and extrapolating these using various...

Perspectives

Ethnography for Sensemaking in Times of Trauma

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Photo from book cover 0f "Dealing in Desire"
a book review by SHARON BAUTISTA, Mozilla Dealing in Desire: Asian Ascendancy, Western Decline, and the Hidden Currencies of Global Sex Work Kimberly Kay Hoang 2015, 248pp, University of California Press The Labor of Care: Filipina Migrants and Transnational Families in the Digital Age Valerie Francisco-Menchavez 2018, 256pp, University of Illinois Press The March 16 shootings in the Atlanta-area of Georgia in the southern United States, when a person shot dead eight people, including six Asian women, sent me into deep grief. I could barely register the text messages from concerned friends recognizing me as an Asian woman and offering support. Trying to muster the focus to work the next day, I felt the urge to mute the Slack streams of sincere acknowledgements and thoughtful compilations of Asian American Pacific Islander (AAPI) resources shared by co-workers. Alongside my grief, I was frustrated by the meager news coverage of the people—and specifically the Asian women—who were murdered. There seemed almost...

Perspectives

How Ethnographic Exhibits Can Shift Business Paradigms

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Photo of a neighborhood shop (warung) in Indonesia
by ADRI REKSODIPOETRO (Nation) and ALEXANDRA MCCARTER (Spotify) Through the art of exhibition, curators immerse people in new worlds and new points of view, whether by transporting visitors to 18th century India or through challenging art history’s colonial gaze. The goal of an exhibition is a shift in perspective, to move people to think differently about something than they did before. Researchers do something similar: our first task is to learn something new, but the ultimate goal is to share what we learn in a way that shifts the perspectives of our colleagues, organizations or clients. In this article, we show how we applied curation techniques for a project we worked on together at Spotify. The project focused on understanding people in Indonesia who bought Spotify Premium, and the exhibition served as our main deliverable. The exhibition jump-started a new way of thinking about Spotify users because it enabled our colleagues to experience a different understanding of value and music streaming in the country. Why an Exhibition,...