Much of private-sector ethnography is as banal as it is ironic. In its bland quest to “understand the consumer,” it reduces culture to mere consumerism and thereby fails to achieve its own stated goal of understanding. This cynical veneer of cultural research disregards the truly transformative effect of “going native,” which is the first step to deriving both deep insight and innovation.
– Does corporate ethnography suck? A cultural analysis of academic critiques of private-sector ethnography (Part 1 of 2) | Ethnography Matters
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