For a number of years, we have witnessed a diminishing appetite for ethnographic work among commercial clients, writes Patricia Sunderland, PhD and founder of Cultural Research and Analysis, on the site of the Qualitative Research Consultants Association (QRCA).
Competition and challenges from new methodologies are understandable and to be expected. Yet an undercurrent of ‘we do not want to do ethnography because we tried it and we did not get anything out of it’ has been unsettling. More troubling, a few months ago a client put it more bluntly: ‘No. Ethnography no way. It’s a joke around here when you mention it.’
How could the methodology that I learned as an anthropologist and built my career around in the world of qualitative research have become a joke. And even more importantly, what must we do to retrieve ethnography from that dustbin of bad jokes?
She argues that we need to go back and ensure that we always deliver on the basics of solid ethnographic work:
“Ethnographic work seems to have been undergoing a process of lightening in which observation alone, a person alone, or even the word alone will suffice. […] In much current commercial ethnography, it is almost as if the importance of the analysis has been forgotten.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]
Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]
(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]