Ethnography in the Marketplace

Authors

  • Billy Ehn European Ethnology, Umeå University, Sweden
  • Orvar Löfgren European Ethnology, the University of Lund, Sweden

DOI:

https://doi.org/10.3384/cu.2000.1525.091431

Keywords:

cultural analysis, applied research, commercial ethnography, consultants

Abstract

What happens when cultural analysis enters the world of applied research and academics become consultants working with corporations and public institutions? The divide between academic research and commercial ethnography has often hampered communication and critical exchanges between these two worlds.

In this paper we look at the experiences of consultants, drawing on Danish and Swedish examples. What can we learn from them when it comes to organizing research under time pressure, communicating results and making people understand the potentials of cultural analysis? And how could consultants “out there” benefit from a continuing dialogue with their colleagues in Academia?

References

Bergquist, Magnus (2004): “’Du som är etnograf…’ Att vara etnolog på bortaplan” Fredrik Sunnemark and Martin Åberg (eds.): Tvärvetenskap – fält, perspektiv eller metod, Lund: Student-literatur.

Czarniawska, Barbara (2007): Shadowing and Other Techniques for Doing Fieldwork in Modern Societies, Malmö: Liber.

Dahlén, Tommy (1997): Among the Interculturalists: An Emerging Profession and its Packaging of Knowledge, (Diss.) Stockholm: Almqvist & Wicksell.

Ehn, Billy and Bo Nilsson (2006): ”Tillämpad kulturanalys. Marknadsföring av ett humanistiskt perspektiv. (Applied Cultural Analysis.)”, Kulturella Perspektiv, 4.

Fiske, Shirley F. (2008): “Working for the Federal Government: Anthropology Careers”, NAPA BULLETIN, 29: 110–130.

Fredriksson, Cecilia and Håkan Jönsson (2008): ”Introduction”, ETN, 2008:5, JOB. (www.etn.lu.se/etn)

Gennep, Arnold van (1909/2004): Rites of Passage, London: Routledge.

Handwerker, W. Penn (2002): Quick Ethnography: A Guide to Rapid Multi-Method Research, Walnut Creek, CA: AltaMira Press.’

Hult, Ida (2008): “The First Year in Business: The Things I Wished I Had Known When I Started”, ETN, 2008:5, JOB, (www.etn.lu.se/etn)

Hylland Eriksen, Thomas (2006): Engaging Anthropology: The Case for a Public Presence, Oxford: Berg.

Kedia, Satish (2008): “Recent Changes and Trends in the Practice of Applied Anthropology”, NAPA BULLETIN, 29: 14–28.

Kedia, Satish and John van Willigen (eds.) (2005): Applied Anthropology. Domains of Application, Westport, CT: Greenwood.

Littlefield, Carla N. and Emilia Gonzalez-Clements (2008): “Creating Your Own Consulting Business”, NAPA BULLETIN, 29: 152–165.

Marcus, George (1998): Ethnography Through Thick and Thin. Princeton, NJ: Princeton University Press.

Mariampolski, Hy (2006): Ethnography for Marketers. A Guide to Consumer Immersion, Thousand Oaks, CA: Sage.

Pillsbury, Barbara L.K. (2008): “Applied Anthropology and Executive Leadership”, NAPA BULLETIN, 29: 131–151.

Pink, Sarah (ed.) (2005): Applications of Anthropology: Professional Anthropology in the Twenty-first Century, Oxford: Berghahn Books.

Randall, Dave, Richard Harper and Mark Rouncefield (2007): Fieldwork for Designers: Theory and Practice, London: Springer.

Rapaille, Clotaire (2006): The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, New York: Broadway Books.

Roberts, Simon (2005): “The Pure and the Impure? Reflections on Applied Anthropology and Doing Ethnography”, Sarah Pink (ed.) (2005) Applications of Anthropology. Professional Anthropology in the Twenty-first Century, Oxford: Berghahn Books.

Schoug, Fredrik (ed.) (2008): Humaniora i yrkeslivet, Rapport 2008: 249. Utvärderingsenheten, Lunds universitet. (www.evaluate.lu.se)

Sharpe, D.R. (2004): “The Relevance of Ethnography for International Business Research”, Marschan-Piekkari, R. and Welch, C. (eds.): Handbook of Qualitative Research for International Business, Cheltenham: Edward Elgar.

Sunderland, Patricia, L. and Rita, M. Denny (2007): Doing Anthropology in Consumer Research, Walnut Creek: Left Coast Press.

Sylow, Mine (2008): “Tempting French Fries: Cultural Analysis as an Approach in the Development of Healthy Fast Food”, ETN, 2008:5, JOB. (www.etn.lu.se/etn)

Thomas, Jim (1993): Doing Critical Ethnography, London: Sage.

Voldum, Jakob K. and Louise Work Havelund (2008): “People-Centric Innovation: On Ethnological Competencies in Business Development Consulting”, ETN, 2008:5, JOB. (www.etn.lu.se/etn).

Downloads

Published

2009-06-11

Issue

Section

Theme: What’s the Use of Cultural Research?