Davis Masten, Principal, Cheskin; Tim M.P. Plowman, Design Anthropologist, Cheskin
Aside of its academic form, ethnography has also become a fairly used
method in marketing (Mariampolski 2005), design (Wasson 2000), and more
widely, in the products and services creation field (Bauwens & Kloetzer 2013).
In the business context in particular, the numeric resources appear as a
resources for ethnography in order to work on many points that are specific
to companies’ businesses, such as temporality, and the articulation between
big data and thici data. A preliminary review of the literature reveals some
historical shifts since the early stage of the history between ethnography and
numeric data. The second part of the paper details two cases study of
ethnographic work using digital tools, and immersing in a digital field. Both
case studies are commented in order to understand what is the potential of
these approaches in innovation processes.
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