Mad Street Den
Ashwini Asokan is the CEO & Co-Founder of Mad Street Den, a computer vision and artificial intelligence company. The team’s mission is to build models of generalizable intelligence and create meaningful experiences with AI on scale, helping millions of people across the globe to become AI native. Working across US, India, LatAm, Europe, UAE and Japan, the team has been known to build some of the most cutting edge AI tech, while bringing about significant change in how companies think about the future with AI. The company’s first vertical, Vue.ai, helps the retail industry reimagine work and the future of their industry through AI solutions purpose built for them.
Ashwini returned to India from Silicon Valley after more than a decade, to bootstrap her startup which she founded with her husband, Anand Chandrasekaran, a neuroscientist. Ashwini has been exploring how artificial intelligence can be brought out of the science and tech labs of the world, applied meaningfully and made accessible...
ORIGINALLY PUBLISHED IN ENGLISH: Beyond the Toolbox: What Ethnographic Thinking Can Offer
作者: JAY HASBROUCK (Hasbrouck Research Group)
译者: YULIN WANG and KAIXIN LI
by JILL KUSHNER BISHOP, Multilingual Connections
Languages are alive—vibrant and eloquent expressions of who we are. During my doctoral fieldwork I looked at how people used language to enact and express their identity, how connections and community were created through speech and how forms of talk, particular phrases or words, could transport people across time and space. Words matter. So when contemplating translation, how can you ensure a focus on each word while not losing sight of the broader cultural considerations?
When research brings you to multilingual communities—whether globally or in your own backyard—it’s essential to consider the linguistic and cultural practices of your target audience. Assuming you’re doing work in their language of choice, you’ll likely have content that needs to be translated or audio that needs to be transcribed to analyze the data you’ve collected.
In either case, nuance matters. Choices of words, phrases or metaphors—yours or theirs—signify by conveying meaning about ideas,...
by ADAM SINGER, Gemic
Hi everyone, my name is Adam Singer. I’m a Strategist at Gemic and I’m new to the world of ethnography.
Gemic is a strategy consulting firm founded by anthropologists that embeds anthropological and social science theory and methods into the core of its work. It uses these tools among others to identify growth opportunities and assess the future of culture, technology, and business for its clients. In contrast, I have little formal training or background experience in anthropology or ethnography. I come from a background in nonprofits and business (real estate development, commodity trading, traditional management consulting).
Entering such an exciting field that is so different from my past experience has been quite the learning journey. In discussing the meaning of scale as the theme of this EPIC conference, I think it can be thought-provoking to compare and contrast how scale is considered and manifests between the world of business and the world of ethnography. Hopefully my perspective as someone...
by MELISSA GREGG, Intel
In the spring of 2019 I met Klara, a fashion blogger based in Malmö with a growing reputation in sustainable design. Klara was a classic millennial of the type I had been studying for years: ambitious, anxious, confident and concerned about her future job security. In the course of a long interview about her laptop routines, she worried about depending so much on devices. She was one of several participants in different parts of the world who were cynical about tech companies’ constant push to sell new products. She had high standards for quality, but didn’t think there were enough products available that focused on sustainability. Rather than feel guilty about buying something that compromised her brand, Klara was considering making her next computer purchase second-hand.
Several months later, the research complete and the presentations over, I am listening to another young woman from Sweden, Greta Thunberg. “This is all wrong,” she was saying on stage at the United Nations Climate Summit: “I shouldn’t...
by MARTIN GRONEMANN, CENGIZ CEMALOGLU & LARA CASCIOLA, ReD Associates
Samantha – One of Us, and All of Us
On a rainy spring afternoon, Samantha was absentmindedly reading the news as a procrastination tool between her two zoom calls, and finding the headlines even bleaker than usual. Unemployment numbers around the world had just hit historic highs, the mortality rate of COVID was unclear, her LinkedIn was flooded with people who had just been laid off, and economists were sounding the alarm bell. Some heralded COVID as the moment to rethink everything, others evangelized the myriad benefits of remote work. Per usual, in the background, the climate continued its collapse. Samantha had no dinner parties, no weekend getaways, no weddings. Feeling destabilized and confused, she found herself questioning everything – her job, her relationships, her furniture, and even her purpose in life.
Samantha’s story was and still is familiar to many, and accessing embodied experiences like hers lay at the core of our decision at ReD...
by CHLOE EVANS, Spotify
As an ethnographer and user researcher in industry a lot of my work depends on speaking to people face to face, understanding how they live their lives on their own terms and in their own spaces. Since the onset of Covid-19 both academic and industry researchers alike have been recalibrating how they conduct research in non-physical spaces by relying on remote tools and technology. Conducting research in a non-physical space has unexpected benefits as well as some challenges.
The Importance of "Being There"
The time corporate ethnographers have in the field is incredibly valuable; compared to academic ethnographers, we are able to spend far less time with people. Being in the same space is vital for us to understand how people use products and services for the companies we work for. For example, in a past role, I would have not understood the intricacies of how people experience pet store spaces in the US if I had not physically traveled there, spoken with dog owners, and followed them around the stores. Likewise,...
by STUART HENSHALL, Convo
Early in 2020 as a result of Covid-19, Convo—along with companies around the world—moved all research in India to remote solutions. This was quite a change and presented new challenges to the research team. While our preference is almost always to go in-home, particularly for foundational and ethnographic research, for UX research a temporary though centralized “lab” is typically more time and cost efficient. This post focuses on the impact of remote methods on UX Labs where, paradoxically, remote methods can render the lab situation more ethnographic.
We are in a tier two city, sitting in a viewing room, looking in on the UX lab setup as a session was about to start. It was typical for India in many regards, with multiple cameras, various wires, and recording equipment set up in a temporary location (typically a hotel). Usually you can’t help noticing the wallpaper (it’s so not me) and the lights may be dim and fluorescent. In a few moments, our research participant will arrive....
by PATRICIA L. SUNDERLAND, CRAstudio.com
Where were you during Covid-19? The question seems destined to become a standard conversation piece at future get-togethers. For professional anthropologists and ethnographers, we can also add in questions about what was looked at, listened to, thought about, done and imagined for the future. Gillian Tett, anthropologist and US editorial board chair at the Financial Times, for instance, wrote about the Covid-19 culture shock she experienced in London. The relative lack of mask wearing there was in stark contrast to the strict masking she had become accustomed to as an “embedded—and embodied—part of life” in her New York City neighborhood. In Paris, Dominique Desjeux, professional anthropologist, professor, and coordinator of the French applied anthropology network Antropik, created an auto-ethnographic video of what he and family members were doing and attending to in their apartment during the early confinement phase in March 2020.
In my case, I spent most of 2020 in Addis Ababa,...
by JOHN CURRAN, JC Associates
John is teaching a new EPIC Course, Creating Impact with Projects & Clients: Leveraging Organizational Culture. Hope you enjoy this article and check out his course! —ed.
Some years ago a renowned UK-based charity invited me to help them understand why their legacy donations had flat lined for two years. The conventional wisdom had been that charitable donations had decreased as a result of the financial crisis in 2008. But when a statistical analysis showed that donations to other, similar sized charities were in fact increasing, they realized the problem was not just macroeconomics. The charity wanted new insights to explain their stagnation.
Organizations generally hire ethnographers to help them understand the world “out there,” and that was the brief my contract client produced. But delivering insights is not the same as creating value. I quickly discovered that for insights to matter, the scope of my project—from kick-off to signoff—would have to include the client’s organizational...
by PATRICIA ENSWORTH, Harborlight Management Services LLC & New York University
In the months since the Covid-19 pandemic began disrupting everyone’s lives, people and organizations worldwide have adapted quickly for the sake of survival. This is a matter of long-term intellectual interest for ethnographers – but also, sometimes urgently, of short-term solvency.
Some jobs, we now notice, really are essential for the ongoing functioning of a civilized society. Others…well, recently Bloomberg News published an Opinion article entitled “Coronavirus: Anybody Need a Management Consultant? Thought Not.” The industries we serve are in the midst of a whiplash pivot: A sports stadium becomes a field hospital. A restaurant becomes a general store. Physical workplaces are entirely redesigned. And so we might ask ourselves, Are there ways in which ethnographers can contribute to these efforts, repurposing our practices and expertise, especially as organizations plan for fundamental, lasting changes in their operations?