Advancing the Value of Ethnography

Tag: consumer

The Cackle of Communities and the Managed Muteness of Market

The Cackle of Communities and the Managed Muteness of Market

Researchers at EPIC face something of a trap. Situated in an ethos of twenty first century consumer capitalism, our professional duties overemphasize individual consumers, and the products of our research always diverge towards our respective corporations’ interests. As a result we have little...

Harmonizing Human Eyes with Digital Sensors

Harmonizing Human Eyes with Digital Sensors

In this article we report on our research that focused on enhancing shopping experiences by introducing new media services in the physical environment of grocery shopping. Since we were interested in situated shopper’s experiences we conducted fieldwork. In particular, we paid attention to the...

Co-creating Your Insight: A Case from Rural Ghana

Co-creating Your Insight: A Case from Rural Ghana

As Africa becomes the next frontier for consumer innovations, researchers and designers will be faces with a challenge: how can one get deep and meaningful insights on ever-accelerated project timetables? The following case study offers one such possibility. Drawing on work in rural Ghana, I...

Studying In and Studying Out

Studying In and Studying Out

An EPIC 2014 Workshop: Studying In and Studying Out: Linking Organizational and Consumer Ethnography The big idea here is this. Most anthropologists are working either in the organizational space or in the consumer space and no one is looking at the interface between these two cultural domains....