This Blog Sits at the:: “The Marketing Science Institute meetings on ethnography are
now over.”

Some good insights in ethnography in a business setting.

“But as it stands, almost all the b-school academics who care to teach this stuff were in the room [John Sherry (Notre Dame), Eric Arnould, Linda Price (Arizona), Lisa Penaloza (Colorado), Craig Thompson (Wisconsin) and Rob Kozinets (York and MIT)] and this is not a good sign.”

And this one: “One of the real challenges that remains stands at the border between outward research and inward process. Some corporate cultures have a hard time bringing the ethnographic insight fully in-house.”

Now Go read the whole thing.

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