future

Anticipatory Ethnography: Design Fiction as an Input to Design Ethnography

JOSEPH LINDLEY DHRUV SHARMA ROBERT POTTS Here we consider design ethnography, and design fiction. We cast these two approaches, and the design endeavor itself, as forward-looking processes. Exploring the means by which design ethnography and design fiction derive their value reveals the potential for a mutually beneficial symbiosis. Our thesis argues that design ethnography can provide design fiction with the methods required to operationalize the practice in industry contexts. Meanwhile design fiction can provide design ethnographers a novel way of extending the temporal scope of the practice, thus deriving actionable insights that are applicable further into the future....

Embed: Mapping the Future of Work and Play: A Case for “Embedding” Non-Ethnographers in the Field

ANDREW GREENMAN and SCOTT SMITH This paper reflects on an experiment to combine an “ethnographic walking tour” with futures and foresight methods, as a means of enhancing and validating foresight exercises through the addition of valuable first-hand observation. The project, entitled Embed, was created to familiarize senior strategists, product developers, foresight specialists and marketers with the potential of ethnographic research to inform decision making. We introduce the concept of “embedding” to describe the process of placing non-ethnographers into fieldwork situations. We then reflect on the opportunities and limitations of creating spaces for embedding non-experts in such settings. In the recommendations, we summarize the experience from a practical as well as theoretical perspective. The paper raises two questions related to the spatialization of commercial ethnographic knowledge; first, the value of using “embedding” to extend the territory of ethnography to a wider audience. Second, what this experience reveals...