embodiment

Indian Classical Dance: The Foundational Element in My Practice of Ethnography

VYJAYANTHI VADREVU Rasa.nyc PechaKucha Presentation Do we really understand how we became practitioners of ethnography? In this talk, I go through a re-discovery of the links between my lifelong training in Indian classical dance and the elements this has instilled in my current practice of ethnography. In dance, we are trained to keenly observe every physical and emotional nuance of an item. Furthermore, we are taught symbolism and theory to deepen our interpretation of dance. This dance foundation has shaped my connection to every aspect of ethnography: from practice to analysis to presentation. Vyjayanthi Vadrevu is the founding ethnographer/strategist of Rasa.nyc. She leads research on projects ranging from social impact design to corporate technology innovation. Vyjayanthi is a trained Bharatantyam and Odissi dancer and uses movement and choreography to connect to the deepest parts of the human experience. vyjayanthi@rasa.nyc 2017 EPIC Proceedings, ISSN 1559-8918, epicpeople.org/intelligences  ...

Using Your Feet: Subverting the Structure of Meetings to Help Teams Go Further Faster

TOM ROWLEY Stripe Partners PechaKucha Presentation—Meetings are a central part of how we work as commercial ethnographers. We meet with our clients to plan our projects and share our findings. We meet with our informants to explore and understand their worlds. However the cultures and practices that inform meeting behaviour can be antithetical to our goals as researchers through their reinforcement of pre-set patterns of thinking and being. In this presentation I explore how we can challenge the affordances imposed by meeting culture. I draw on my experiences founding a global volunteer network and reframing meeting contexts for corporate clients to challenge conventions and identify fresh opportunities for ethnographic praxis. Tom Rowley is a partner at Stripe Partners, a global strategy and innovation consultancy based in London. He co-founded www.goodfornothing.com a global volunteer network that brings together designers, developers, strategists and researchers to volunteer their skills for positive social causes. 2017...

In Defense of Personal Bias in Ethnographic Research

by ANNA ZAVYALOVA, Stripe Partners Past midnight, I’m shivering outside a pub in Shoreditch, the rain beginning to drizzle ever so viciously. It has been fifteen minutes since I left my friends and ordered an UberPool home. As I watch yet another cab drive by, I think about the millions of factors that make one choose how to get around a city. I think about comfort, cost and convenience, space, speed and safety. Earlier this year I was involved in a study of pooled mobility in the UK, India and Brazil, where we tried to make sense of car sharing ‘grammar’ across these dramatically different cultural landscapes. The project, which came to an end in March, and the subsequent paper I wrote for EPIC a few months later, should feel like a closed chapter. Yet as I traverse cities, home and abroad, during the day and late at night, I never stop noting, observing, collecting data – often without realising I’m doing it. Even after a night out, I am still an ethnographer, fascinated by how people and vehicles, cultural values...

The Virtues of the Visceral

Soldiers check papers and take valuables at the checkpoint at A Day in the Life of a Refugee.
by SIMON ROBERTS, Stripe Partners The news on BBC Radio this morning: The Syrian crisis enters its seventh year with 400,000 dead and little hope that this complex catastrophe will be untangled any time soon. The scale of suffering is huge, but Syria accounts for just a fraction of an even more staggering number – the UNHCR estimates there are 65 million refugees or internally displaced people worldwide. Like many others I watch the steady stream of grisly news from Syria – it comes to us in facts, figures, infographics, human stories and historical comparisons. I've been shocked. But I am also inoculated. Whatever the quality of the reporting, however harrowing the scenes, our attention moves on. It is difficult to truly grasp the scale of what we have seen, hard to understand what it must be like to be a refugee. In an age when a seemingly limitless amount of information is at our fingertips, when we can know more than ever about events around the world, we still fail to understand. Here’s the challenge of contemporary...

The Anthropology of Wearables: The Self, The Social, and the Autobiographical

SAKARI TAMMINEN Gemic ELISABET HOLMGREN Gemic A wide range of new digital products lumped together under the category of ‘Wearables’ or ‘Wearable Technology’ raises fundamental questions about the way we think about our individual bodies and the species Homo Sapiens. This paper traces three different relationships to what are called the ‘wearables’ and extends the notion to cover all material technologies that mediate our relations between various embodied practices and the world, and beyond pure ‘hi tech’ products. Therefore, this paper develops a general cultural approach to wearables, informed by empirical examples from the US and China, and ends by mapping valuable design spaces for the next generation of digital technologies that are getting closer to our bodies and our skin, even venturing beneath it....

Strategy as an Unfolding Network of Associations

TOM HOY Stripe Partners TOM ROWLEY Stripe Partners Cast Study—This case explores a business strategy development project run by Stripe Partners for a London-based online healthcare company, Dr Ed. The first part lays out the details of the process: an intense four-day ethnographic research programme called the ‘Studio’ involving the Dr Ed senior management team. The second half reflects on the outcomes of the process one year on through a series of management interviews, and evaluates the contribution the Studio made in relation to the new business strategy. The evidence from the case suggests that the concept of strategy can be reappraised. From strategy as a static set of choices made at a specific point in time to strategy as an unfolding network of people, shared experiences and artefacts that is constantly being remade. The primary benefit of the Studio approach is its capacity to initiate, align and catalyse a ‘strategy network’. Studios are effective because they combine ethnographic encounters with collective problem...

Going with the Gut: The Case for Combining Instinct and Data

by SIMON ROBERTS, Stripe Partners "The lesson I took away from that was, while we like to speak with data around here, so many times in my career I've ended up making decisions with my gut, and I should have followed my gut," Otellini said. "My gut told me to say yes." So said the ex-CEO of Intel, ruing his decision to pass on the opportunity to put Intel processors in the first iPhone. It was a decision that would cost Intel the opportunity to power the wildly successful iOS range. His gut, it turns out, was right—but the data didn’t support his instinct. The story most businesses tell to themselves is that they make decisions based on the best available information. It isn’t an exaggeration to suggest that the entire infrastructure of business strategy is configured around the idea, and needs, of the “rational decision maker.” In the technocratic world the quantitative emphasis on what can be counted (empirical data) obscures what does not count (and cannot be counted), namely subjective emotions, intuition and experience. The...

Knowing That and Knowing How: Towards Embodied Strategy

SIMON ROBERTS Stripe Partners TOM HOY Stripe Partners This paper explores two different forms of knowledge. We compare embodied understanding with propositional or abstract knowledge. Ethnographic research, with its commitment to understanding through immersion and engagement in social fields produces dexterous, intuitive and practical cultural knowledge, which is highly suited towards culturally attuned activity. We argue that ethnography can often be reduced to propositional knowledge as a result of the lack of team participation in research and how we communicate insight. Ideas of professional expertise sit behind the division of labour that characterises client-researcher relationships. Accompanying that division of labour is a need for the communication of ethnographic research to bridge the gap between client and external worlds – the world we as researchers explore and that our clients needs to act in. By engaging our clients in shared, immersive experiences we can create the conditions for them to develop ‘know how’ about...

Bring Back the Bodies

by SIMON ROBERTS, Stripe Partners I want to start with a question. Please be honest in your response. Have you ever had the feeling that the ethnographic interview you just conducted is more interview than ethnography? If your answer was a ‘yes, maybe or sometimes’, isn’t it time to explore why this is the case? A key trope of anthropology is the fieldworker stepping off the boat to start long-term fieldwork. The mode of enquiry such long-term engagement involves is about more than interviewing. At the heart of the discipline is the belief  that ‘being there’ exposes the fieldworker to an embodied experience of the social world . ‘Being there’ is no less important to the EPIC community. It is a unique signifier of our research practice and perspectives. Each year the EPIC conference reminds us that we cannot reduce our activity to a set of methods. Our work is also about how we frame research and think through data. Yet I have the feeling that we are in need of some methodological revitalization....