CHARLEY SCULL Filament Insight & Innovation This presentation begins with ethnographic research of an Indonesian tuna fishery in which a field partner describes unfamiliar cultural behavior as ‘weird’. Using that moment as a starting point, the paper then undertakes a reflection on the usage and meaning of the term. It explores ‘weirdness’ through a range of core tenets, like cultural relativism, empathy and ethnocentrism and then plays with the meaning of weirdness across a number of disciplinary and market lenses. The talk builds to a provocation about the ways in which ‘weird’ can serve as a call to action. It concludes that researchers should use ‘weird’ as an indicator that helps them know where they need to dig deeper, in search of empathic understanding and where they need to reconcile their biases. By doing so, the talk argues, we are giving agency to the data which we don't yet understand. Charley Scull is a visual anthropologist, ethnographer, insight strategist and UX researcher. He has worked...