Greenman, Andrew and Smith, Scott (2006) Embed: mapping the future of work and play: a case for "embedding" non-ethnographers in the field. In: Ethnographic Praxis in Industry Conference (EPIC) 2006; 24-26 Sep 2006, Portland, Oregon, U.S. ISSN (print) 1559-890XFull text not available from this archive.
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 firsthand 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 âembeddingâ to extend the territory of ethnography to a wider audience. Second, what this experience reveals about the conditions under which commercial ethnographic knowledge is produced.
|Item Type:||Conference or Workshop Item (Paper)|
|Event Title:||Ethnographic Praxis in Industry Conference (EPIC) 2006|
|Research Area:||Business and management studies|
|Faculty, School or Research Centre:||Faculty of Business and Law
Faculty of Business and Law > Small Business Research Centre
|Depositing User:||Andrew Greenman|
|Date Deposited:||26 Sep 2008|
|Last Modified:||20 Aug 2010 11:02|
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