BW on ethno
BusinessWeek has a new article about ethnography. The author posted a blurb about it on a mailing list I’m on, asking for feedback (I guess some on the list provided input into the piece) and expressing interest continuing the conversation. So far my comments have gone unanswered, so I’m summarizing them here.
It’s nice to see some fresh examples of success in the application of ethnography. The GE example is very cool and goes beyond the usual fix a product case study and into the evolve a business’s culture that really rang true from my own experience.
However, I was disappointed to see the article buy into the ethnography = anthropology myth and the corollary that all ethnographers are anthropologists. Indeed, the article incorrectly attributes the anthropology credential to some people such as Tony Salvador who I believe was trained as a psychologist, or the people at Steelcase, some of whom I know as graduates of the Institute of Design, and are definitely not anthropologists. IDEO may have anthropologists, but a great deal of their people involved in “human factors” (as they term it) are coming with other educational backgrounds.
It’s tempting to see a conspiracy of highly-placed anthropologists who work behind the scenes to ensure that any conversation about user research in product development and consulting succumbs helplessly to this myth, but I think really sloppy reporting is more likely the culprit here.
Thackera Thackara writes about the article in his typical sanctimonious style (seriously – I will have to give up on In The Bubble because it’s filled with mean-spirited judgment of one profession or endeavor on one page, and then a capricious about-face on the next page to drool over another effort that meets his opaque standards).
Do ethnographers need exotic names to do well in business? A story in Business Week features two guys called ‘J. Wilton L. Agatstein Jr’ (who runs Intel’s new emerging-markets unit) and ‘Timothy deWaal Malefyt’ (an anthropologist who runs ‘cultural discovery’ at ad firm BBDO Worldwide).
Whoah. Racist much, John? Portigal is a pretty funny name. So is
Thackera Thackara. What of it?