Perspectives

Perspectives publishes leading global expertise about ethnography in business & organizations. Articles show how integrating theory and practice to understand human societies and cultures creates transformative value for people, businesses and the planet. If you’re interested in contributing, get in touch.

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A Dozen Things Every Client Should Know about Ethnography

by LAITH ULABY, UX Researcher, AnswerLab In the past decade we have witnessed the proliferation of mobile platforms, social media, and cloud computing. At AnswerLab, the user experience research firm where I work as a researcher, we have seen demand for ethnographic research steadily grow as technology becomes more and more a part of people’s lives. From the bus stop to the boardroom, technology is changing how we interact with other people, build our identities, and create communities. Over the past few months, we conducted several exciting ethnographic projects, including some of the most ambitious ones to date in both scope and scale. Coordinating large numbers of participants across multiple markets can be both daunting and exhilarating. In the course of these projects we were reminded how critical stakeholder education is to making the project a success. I'd like to share 12 client education best practices we have developed in our decade of experience. Explaining the value of ethnography Clearly define and document...