Applied ethnography still struggles with the fundamental challenges of (1) framing research to obtain ‘thick’ data, (2) making sense of data in teams and with clients, and (3) making a convincing case with data in challenging environments. We have observed that borrowing from literary genres can be effective in addressing these challenges. We therefore argue that in an age of data science, it is just as important to draw from the literary arts when gathering, analyzing, and elevating evidence to inspire change in applied ethnographic work. We raise three specific applications of literary genres to distinct project phases, to improve how data is collected and analyzed, and how data travels. In this paper we show: (1) how the screenplay can help solve challenges in research framing, to obtain thicker data; (2) how the novel can help solve challenges in analysis, to turn data into meaningful evidence; (3) how poetry can help solve challenges in the opportunities-development phase of a project, to turn evidence into action.
Keywords: methodology, writing, literary, fiction, framing, research, analysis, impact