KEN ANDERSON Intel Corporation SUSAN FAULKNER Intel Corporation LISA KLEINMAN LogMeIn, Inc. JAMIE SHERMAN Intel Corporation This case demonstrates how ongoing ethnographic research from within a corporation led to the re-segmentation of a market. The first part of the case focuses on how a team of social science researchers at a major technology company, Intel, drew on past research studies to develop a point-of-view on the increasing importance of content creation across a range of populations that challenged the findings of a quantitative market sizing study. Drawing on earlier qualitative work, the team was able to successfully argue for the value of ethnographic research to augment these findings and to show how research participants’ orientations toward technology constituted a more significant, and more actionable way of segmenting this new market than professional status, the differentiator used in the quantitative study. The second half of the case highlights the process of driving business change from within...
SUSAN FAULKNER and ANNE MCCLARD Two ethnographers from different parts of the same technology company set out to explore the role of women and girls in the worldwide maker movement. We wanted to know who is currently participating in the maker phenomenon, how they became makers, what motivates them to continue making, what kinds of things they make, and what their hopes are for the future. Most importantly, we investigated why women are underrepresented in the realm of tech making with the explicit goal of being change agents and triggers of transformation both within our company and in the broader technology landscape....
SUSAN FAULKNER and JAY MELICAN This paper reports early findings of an ethnographically-inspired research project focused on individuals who are actively engaged in the creation and online distribution of original media – on blogs, vlogs, and social networking sites – and on the collectives that form around “user-generated content.” In this paper, we profile a small number of creative individuals producing original content in four very different cultural contexts: a children’s book author in Los Angeles, a pair of video bloggers in New York, an ex-pat journalist and social commentator in Dubai, and a cosmetics expert sharing advice with an online community in Seoul, South Korea. We explore what motivates each “lead user” to create; we examine how they imagine themselves as authors and artists, and how they imagine (and interact with) their readers and viewers. In addition, we explain how the insights they provide into an emerging form of online authorship are relevant to Intel Corporation’s Digital Home Group....
JAY HASBROUCK and SUSAN FAULKNER This paper explores how methods used to procure ethnographic visuals transition between different cultural histories and varying visual vocabularies. We use an instance during which we were detained (and the police summoned) after taking photos of an apartment building in Cairo to illustrate how these transitions can lead to unexpected and serious consequences with which ethnographers must grapple. We argue that considering factors such as geo-political context, notions of giving and receiving, boundaries between private and public, as well as a culture’s historical relationship with photographic and documentary processes, are all essential to developing a critical position on visual procurement in the field....
SUSAN FAULKNER and ALEXANDRA ZAFIROGLU Participant-generated, self-made videos engender powerful, often highly emotional, reactions from viewers who experience a stronger connection and identification with participants and their experiences than we have ever achieved with researcher-shot footage. Reactions have ranged from shock, discomfort, and offers of Freudian psychological analyses to laughter, immediate recognition and discovery. Through several video examples from recent fieldwork we explore the reasons for this heightened reaction, and raise questions related to representation, authenticity, intimacy and the role of the ethnographer in the age of YouTube, social networking sites, and reality TV. What is the ethnographer’s role when participants share their lives in videos we request that are stylistically similar to online user-generated content? What is that ethnographer’s ‘Do’, and what role does she play in editing, framing and presenting these videos? How do participants conceptualize what they are creating?...
|Position||Senior Researcher, Intel Corporation|
|Affiliation||Enter any affiliations with academic institutions, consultancies, corporations, etc. (limit 100 characters)|
|Bio||As a Senior Researcher in the Intel Communication and Devices Group I focus on 5G and the future of connectivity. In over ten years at Intel my research has included understanding the needs and practices of Digital Content Creators, exploring how to engage girls and women in technology through making, investigating people’s daily media creation and consumption behaviors, and examining the role te|
Areas of Expertise
|Topical||Internet of Things , Mobile , Personal Computing, Technology , User Experience Design|
|Languages||Please select all that apply|