Innovation in Collaboration: Using an Internet-Based Research Tool as a New Way to Share Ethnographic Knowledge

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Ethnography in business is only successful if it is a cooperative, communicative endeavor. Research teams must be able to share knowledge with one another and with the client. In the absence of effective communication, time is wasted, analytic quality can suffer, and the client may lose faith in the value of the project or the value of ethnography in business. This paper will address the subject of transmissivity by defining four key needs for knowledge sharing in collaborative ethnographic research: direct experience of the research context, even distribution of knowledge, coordinated development of analysis, and management of the client experience. After synthesizing the literature on knowledge sharing to define these four key needs, the paper will describe how an internet based research tool can enable global, continuous, and controlled information exchange, meeting these needs in a new way. This type of solution can facilitate communication and enrich contextual understanding, pointing in a new direction for collaborative ethnographic tools. Particularly for dispersed teams, these tools can produce better, faster analysis and more relevant results—the most important deliverables to demonstrate the value of ethnography in business.

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