health

Taking Sides in E-cigarette Research

RACHELLE ANNECHINO Critical Public Health Research Group, Prevention Research Center TAMAR ANTIN Critical Public Health Research Group, Prevention Research Center In the last ten years, an eclectic mix of electronic nicotine delivery products (‘e-cigarettes’) and practices have proliferated in the US with little restriction, producing a vast array of vaping mechanisms, flavors, and styles. At the same time, anti-tobacco movements have targeted e-cigarettes as a threat to public health and advocated for restricting e-cigarettes in much the same way as conventional cigarettes. While anti-vaping proponents associated with public health movements have typically regarded e-cigarettes as primarily harmful products that should be suppressed, vaping advocates regard e-cigarettes as harm reduction products that should be readily accessible to smokers. Distrust between these two warring “sides” animates the controversy over e-cigarettes. In our role as researchers conducting a qualitative study on e-cigarette use, we encountered...

Ethnography Is the Path-Maker to Better Care: Paving the Way to a Patient-centric Healthcare Model

CIARA GREEN Experientia LAURA POLAZZI Experientia ERIN O’LOUGHLIN Experientia VITTORIA TRAVERSO Experientia This paper presents a clear and flexible model for understanding the concept of patient-centricity. This model emerged from our own ethnographic work in healthcare contexts, and was tested and strengthened with a literature review and interviews with experts and thought leaders in the healthcare industry. Our model posits that patient-centric care should be Personalized, Hassle-free, Active, Collective and Transparent (PHACT). Hospitals, payers, clinicians, Pharma and MedTech divisions (among others) can use these pillars as a guide to drive their transition to patient-centricity. The underpinning principle for the PHACT model is that ethnographic inquiry is the necessary path-maker for each stakeholder to understand the best ways to implement and maintain these five pillars of patient-centric care in their particular healthcare context....

Finding a Voice in Opiate Addiction: Identifying the Role of Caregivers in the Recovery Process for VIVITROL

GAVIN JOHNSTON InTouch Solutions Case Study—Opiate addiction is a significant public health crisis. In the past year, it has become a hot topic at all levels, including the political realm ahead of the presidential election. Triggers, treatment options and restrictions, the criminal justice system, and costs to society are all part of the discussion but the cultural milieu in which addiction occurs is poorly understood. This was a significant problem for our client, the maker of a monthly injectable that inhibits the ability of an addict to get high. Our client, basing their marketing strategy entirely on quantitative data, realized that they needed to get a deeper understanding of addiction and the roles caregivers, friends, and family play in the treatment and recovery cycle. Our team convinced our client, who was inherently nervous about executing qualitative work, that in order to create a meaningful marketing plan, they needed to understand the complexities at a deeper level than data could provide. Working with the client...

Paradoxical Thinking as a Gateway to Socio-Cultural Insights

ELIZABETH ANDERSON-KEMPE Artemis Research By Design Download PDF PechaKucha—Paradoxical thinking can reveal complex emotions and beliefs, even self-contradictory behaviors. It can also provide a gateway to the socio-cultural forces that underpin a topic. In a project on IT security, we encountered a participant whose paradoxical beliefs influenced his approach to managing risk in his personal life. Though as an IT security director, he ‘immunized’ his company against potential security breaches and data loss, as a father he chose not to have his son immunized against disease, even though he went to great lengths to protect him in every other way. This encounter inspired me to delve more deeply into the socio-cultural context surrounding the opposition to vaccination in the U.S. Elizabeth Anderson-Kempe, PhD, is a partner in Artemis Research By Design, a consultancy that helps companies develop new products and services grounded in human-centered insights. A cultural historian by training, for over 18 years – in the US...

What I Think about when I Think about Running

SIMON ROBERTS Stripe Partners Download PDF PechaKucha—This presentation reflects on the cognitive impacts of running. It is a personal reflection on the desire (and need) I have to run. Running is an activity that has both banal and transcendental aspects. It’s physical, time consuming and sometimes verges on boring, but it also has impacts on conscious and unconscious thought. Multiple authors have explored the experience of running but I suggest that running allows me to think in more unconstrained ways than I can on other occasions. The cognitive affordances of running are, at least for me, creative stimulus. Its physicality is a refreshing break from the mental work of ethnographic analysis. Simon Roberts is former co-organizer of EPIC and partner at Stripe Partners, a global strategy and innovation studio based in London. He has a PhD in anthropology and has formerly worked at Ideas Bazaar, Intel and ReD Associates. 2016 Ethnographic Praxis in Industry Conference Proceedings, p. 545, ISSN 1559-8918, https://www.epicpeople.org...

From Inspiring Change to Directing Change: How Ethnographic Praxis Can Move Beyond Research

CAROLYN HOU ReD AssociatesMADS HOLME ReD Associates This paper reflects on the evolving nature of ethnographic praxis in industry and argues that we must move beyond research and towards strategy in order to elevate our praxis, and to deliver real impact and value for our clients. Although this conversation is not new for the EPIC community, there has been a lack of models and examples – even in its tenth year – for how to do so. Taking a project with a medical device company that manufacturers voice prostheses for laryngectomees as a case study, we show how a team of social scientists used “Sensemaking” to determine a new commercial direction for innovation and to design a five-year portfolio strategy for our client. In doing so, we illustrate how our praxis can do more than deliver research insights or design, but also act as the core foundation that defines business processes and strategy....

Enriching Ethnography in Marginalized Communities with Surrealist Techniques

ANDREA JUDICE Núcleo de Multimídia e Internet, University of Brasilia, Brazil MARCELO JUDICE Núcleo de Multimídia e Internet, University of Brasilia, Brazil ILPO KOSKINEN School of Design, The Hong Kong Polytechnic University, Hong Kong This paper describes two projects, Vila Rosario and Vila Mimosa, two pieces of ethnographic research that aimed at improving public health in poor corners of Rio de Janeiro, Brazil. The research sought to improve public health in these two marginalized communities in Rio de Janeiro. The main objective of the paper is to explain how Surrealist techniques can be applied to enrich ethnographic fieldwork. The broader question of the paper is the tension between these imaginative techniques work with fieldwork, a tension that goes back to the disciplinary differences between design and the social sciences....

Data, Data, Everywhere, but Who Gets to Interpret It?

by DAWN NAFUS, Intel There has been a good deal of discussion of the relationship between the EPIC community and new practices of big data. Will the data scientists have the final word on what people value? Are we ethnographers effectively getting disrupted by cheaper and worse data? In a wider sense, what kind of a culture would we live in when stories of lived experience get increasingly sidestepped in favor of a newly re-empowered aggregate? Story would surely still matter, but the population of people in any position to tell stories with data would narrow drastically. This is not an inevitability, of course, and members of the EPIC community have written about reclaiming quantification in various ways (above, also contributions from Neal Patel and yours truly here). It turns out we are not the only ones asking these larger questions. The Quantified Self community is too, albeit for different reasons. I began my research in quantified self, admittedly, because the name alone suggested some of my worst fears about what technology...

Scurvy and the Practice of Insights Research

by PETER LEVIN, Intel Corporation I. Intel recently ran an internal marketing conference, where a research firm shared with us a dozen or so technology trends, each with potential to “disrupt” our business. To narrow down discussion about these trends, we were asked to “vote” on which of these trends we thought were most important. And then we could focus our attention on those. While the conference ended up being interesting (maybe more for the networking than the content), I left wondering things like why voting would matter for determining the consequences of future shifts on our markets. And I left wondering about the kinds of insights work we need to produce in corporate environments and the deep challenges we face in producing those insights. In my previous life as an academic sociologist, insight really means a search for foundational causation and theory. For academics, foundational theory matters so much more than discovering the “next big thing.” Moreover, one can be a successful academic by doing all root-cause...

Corporate Care Reimagined: Farms to Firms to Families

J.A. ENGLISH-LUECK and MIRIAM LUECK AVERY In 2012, the Google Innovation Lab for Food Experiences convened a multi-year conversation between corporate food stakeholders, farmers, chefs, food experts, social scientists and business consultants to reimagine the impact of companies on their employees and the food system. Corporate care increasingly includes food. Food origins and preparations create impacts well beyond the corporate cafe, reaching into fields and families. In the project, Farms to Firms to Families, university-based anthropologists joined with the Institute for the Future to develop a Northern Californian case study on the implications of corporate care across the food system. Ethnographic observations and interviews of people in that system yielded a portrait of cultural values, schema for social change, and diverse practices. We then transformed ethnographic observations into alternative future scenarios, which could help participants in the Google Innovation Lab for Food Experiences, as well as a wider community...

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 describe my team used co-creation as a means to generate…

Digital Trust: An Analysis of Trust in the Adoption of Digital Support Services

EMILIE GLAZER, ANNA MIECZAKOWSKI, JAMES KING and BEN FEHNERT Adoption of digital support services is mediated by varying experiences of trust. This paper deconstructs the notion of trust in technology through a design-led research project on the long-term adoption of a telehealth service – a context at once complex and fragile. The investigated daily experience of patients and healthcare practitioners in the UK and Germany revealed negotiations of trust that blurred boundaries between domestic and medical, and between system smartness and individual responsibility. Implications extend to the role of technology in changing healthcare landscapes, what trust means in developing digital support services more generally, and how appreciating the fragility of trust can bring both risk and hope in uncertain and evolving worlds....

Changing Diabetes Care for Good

How everyone stands to benefit from a better understanding and use of patients’ perspectives and experiences of life with type 2 diabetes when designing and implementing treatment interventions. MIKKEL BROK-KRISTENSEN The current approach to diabetes management is flawed. Providers’ use of the concepts of self-management and compliance disguises a system in which the perceptions and everyday life of the individual patient is discredited and disregarded. The result is the loss of both patients’ life quality and the wasting of billions of reimbursers’ dollars. This paper proposes a new direction in which providers move to change practice and acknowledge the equal importance of patients’ non-biomedical perception of diabetes in regards to cause, etiology and treatment initiatives. The paper argues that this change can potentially lead to a great improvement in the life expectancy and life quality of people with diabetes. It presents the outline of a practical model intended to assist providers in taking the first steps towards...

Irrational Choices, Unfathomable Outcomes: Patient Ethnographies in Pharmaceutical Research

ARI SHAPIRO With the proliferation of oral therapies (in place of injectables) for many chronic conditions, the locus of medical treatment is shifting from the surveilled context of the clinic to the private space of the home. In the home, compliance and persistency – the extent to which patients take medications over time – have become pressing concerns. Non-compliance adversely affects health outcomes, and costs manufacturers millions. The medical community has difficulty understanding non-compliance, often relegating it to individual irrationality or dysfunction in the doctor-patient relationship. Ethnography opens up the issue by entering the private space of pill-taking to understand the beliefs, relationships, and activities that contribute to patient (non-)compliance....

Attaining Humanity

DANNY MILLERThank you very much, indeed. I’m really delighted to be here and to meet this community. I hope that this will be the start of an engagement. As I think it’s sort of clear, I am a pretty academic anthropologist. That makes me a bit anxious, because I do remember going to something a bit like this a long time ago, and the keynote was this kind of academic anthropologist. It was very much this sense of they were standing there and it was like what they had done was so important and so kind of profound. Yes, there were these people doing this kind of more applied work. Well, I suppose you’ve got to do something for a living, but with all of these theories, you know, we can help you do this kind of thing.And when you actually look, I think these days the work of the kind of people who stand up and say that, I would actually say that they’re the kind of theoretical academic work going on in the social sciences today—it is actually increasingly problematic. I think an awful lot of it is very pretentious; it’s very...