Tag Archives: applied anthropology

Strategic Ethnography: Reinvigorating the Core of a Retail Giant, Tesco

ed_team_brannen-m-y A well-known international scholar in multinational affairs, Mary Yoko Brannen (@maryyokobrannen) received her MBA with emphasis in International Business and PhD in Organizational Behavior with a minor in Cultural Anthropology from the University of Massachusetts at Amherst. Having taught at various Universities in the United States, Japan, China and France, Professor Brannen’s consulting specialty is helping multinational firms realize their global strategic initiatives by aligning, integrating and deploying critical organizational resources. Born and raised in Japan, having studied in France and Spain, and having worked as a cross-cultural consultant for over 20 years to various Fortune 500 companies, she brings a multi-faceted, deep knowledge of today’s complex cultural business environment. She has published many papers. In addition to publishing papers, she speaks to the press about her bicultural work.

Editor’s Note: In 2011, TESCO had stumbled. With dipping market share and profits, they were desperate to reverse the trend and called upon the research skills of Mary Yoko Brannen, Terry Mughan, Fiona Moore,  and Christopher Voisey,  drawing upon their deep experience and the company’s myriad potential sources of knowledge to turn itself around.

Mary Yoko Brannen (@maryyokobrannen) presented this work at the most recent EPIC conference, and I’m delighted they’ve decided to further share their work here. One reason I love this project is because it illustrates the usefulness of ethnographic methods to one of the world’s largest retailers, showing that there are few limits to the range of organizations that it can serve. I also believe this research was key for negating a common misconception in many global companies: the flow of insight is not “one way.” Creative ideas to improve the service offerings of more established branches in Europe and America can just as easily come from their more recently-established branches in emerging markets (although I disagree with and avoid using the term “reverse innovation”).

Companies with the opinion that more developed markets have a monopoly upon good ideas are missing a broad spectrum of different perspectives that could lead to new and refreshing initiatives from other contexts. The researchers’ refining of a method to systematize the building of a “bicultural bridge” is, as they say, potentially groundbreaking for the fields of anthropology and management alike. Read the Globe’s recent coverage of Mary and her team’s work.

For more posts from this EPIC edition curated by  editor Tricia Wang (who gave the opening keynoted talk at EPIC this year), follow this link.

tesco_2161591b

In 2011, the retail giant Tesco UK  was in crisis mode. Tesco’s profit in the U.K. had fallen by about 0.5 percent—a rude awakening after having been the market leader in the U.K. and the third most profitable food retailer globally. At the same time that Tesco’s profits were falling in the UK, however, worldwide profit had actually risen 30 per cent, thanks to its Asian subsidiaries.  That year, the company tasked me and my colleagues, Terry Mughan, Fiona Moore, and Christopher Voisey with identifying and assessing “the Essence of Tesco”, i.e., parts of the firm’s culture which were distinctive to Tesco and which could be transferred abroad to other parts of the firm’s global reach. The project had the dual objectives of helping Tesco (1) understand and evaluate the core practices that comprised the essence of Tesco’s home country advantage, and (2) identify sources of learning from Tesco’s foreign subsidiaries to aid in reinvigorating its core in order to make it more competitive at home. Read More…

Ethnography in Communities of Big Data: Contested expectations for data in the 23andme and FDA Controversy

IMG_2834 Brittany Fiore-Silfvast (@brittafiore) is a PhD candidate in Communication at the University of Washington and she holds an MA in sociocultural anthropology from Columbia University. Her research focuses on the relationship of technology and emerging cultural and organizational forms. Her work cited in this article was supported in part by an NSF Doctoral Dissertation Improvement Grant and an Intel grant.

Editor’s note: One of the disciplines big data is most strongly influencing is medicine, and here Brittany Fiore-Silfvast (@brittafiore) applies her expertise to examine the interplay between health and technology to understand the implications of today’s unprecedented levels of patient data collection and analysis (although, notably, seldom including access to the data by those very patients who produced it).

Brittany hits upon a key issue with her post: seeing “big data” as a means of eliminating uncertainty through statistical analysis. While the elimination of uncertainty through statistical analysis is nothing new, the difference today is the scale at which collection and analysis of such data is unfolding and the diversity of the fields in which it is occurring.

Read on to discover the nature of conflict between the main personal genetics testing company 23andme, the importance of and difference between big data, small data, thick data, and DaM data, and the role that “Blue Suede Shoes” play in all of this.

For more posts from this EPIC edition curated by  editor Tricia Wang (who gave the opening keynoted talk at EPIC this year), follow this link.
23andme box

Scott Beale / Laughing Squid laughingsquid.com

Across the field of health and wellness there is a lot of talk about data, from consumer self-tracking and Quantified Self data, to data-driven, personalized health care, to data-intensive, crowd sourced, scientific discovery. But what are these different stakeholders talking about when they talk about data and are they talking about the same thing?

At EPIC, in the “Big Data/Ethnography or Big Data Ethnography” session, I presented on this topic drawing from our ethnography of the impact of consumer big and small data on institutions of healthcare. In this post I use the recent controversy between the FDA and personal genetics testing company, 23andme, to exemplify many of the concepts my co-author, Dr. Gina Neff, and I develop in our EPIC paper “What we talk about when we talk data: Valences and the social performance of multiple metrics in digital health”, rather than simply re-present them.  I also demonstrate how ethnography can be leveraged in the context of so-called “big data” or data intensive transformations in science and practice. Read More…

Ethnographers creating a better bus riding experience for a diverse set of passengers

Screen Shot 2014-01-21 at 1.47.36 PM Lionel Ochs (@lionelochs) is Principal at Méthos, a Paris based research agency with a focus on strategy and product/service design for companies.

Editor’s Note: Along with many other ethnographic researchers, I’m always interested in hearing about field sites that are “out of the ordinary.” In the case of Lionel Ochs’s (@lionelochs) latest project at Méthos, his field site happened to be in motion, in the form of months of long-haul bus riding across Europe.

Méthos undertook Europe-wide ethnographic and design research to define the service guidelines for a high-quality holistic travel experience, which SNCF (French Rail) has implemented in the/its successful iDBUS (service). Lionel and his fellow researchers in collaboration with the innovation consultancy idsl set out to define what a better bus riding experience would consist of. As more and more riders are drawn to long distance buses globally, the shortcomings of present service offerings have never been more visible than today, and Méthos’ project has come at a time when it’s impact could be massive and far-reaching. Enjoy Lionel’s insightful observations, fascinating field note excerpts, and colorful “field experiences” (when was the last time your bus trip’s soundtrack was a chorus of inebriated Englishmen?)

For more posts from this EPIC edition curated by  editor Tricia Wang (who gave the opening keynoted talk at EPIC this year), follow this link.

CoachMe

Cars, trains and planes promise mobility, freedom and discovery, but traveling on them is becoming increasingly expensive. The decision to deregulate European long-distance travel prompted SNCF (French Rail) to aim for the lead in this market by providing high-quality European Coach travel services at affordable prices.

Méthos undertook Europe-wide ethnographic and design research to define the service guidelines for a high-quality holistic travel experience, which SNCF has implemented in the/its successful iDBUS (service). A collaboration with the innovation consultancy idsl presented as an artifact at the last Epic Conference in London.

ON THE ROAD

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Europeans look down their noses at long-distance bus travel. It is inexpensive and second-rate, and therefore tacitly intended for penniless students, immigrant workers and young professionals hoping to make it big in our European capitals. In many ways, therefore, long-distance bus travel is a parallel means of transport, frequented by populations that we do not see on trains or planes—even if higher fuel and train ticket prices are ushering in growing ranks from among other social classes, which the economic downturn is slowly reaching. Read More…

Funny Money: An ethnography of local currencies

foto profilo After having completed a MSc in Economics and Management for Arts, Culture, Media and Entrainment at Bocconi University, Milan – Italy (2009), Mario Campana (@mariocampana) joined Cass Business School in 2010 as PhD student in Marketing. His main research interests are ascribed in the areas of consumer research, consumer culture theory, communities and money. In particular, his dissertation explores the relationship between the consumption of money and ideology, studying the phenomenon of local currencies.

Editor’s note: Mario Campana (@mariocampana), a PhD student at City University London’s Cass Business School, researches the growing trend of local currencies – of which there are currently over 3000 around the world.

He recently presented at EPIC, where in a Pecha Kucha presentation he discussed his research into the Brixton Pound, a neighborhood in South London. Expanding upon the research presented in the rapid-fire format of his last presentation on this aspect of his research, this article expands upon his ethnographic inquiry into Brixton’s local currency, delving deep into the social forces driving the development of the currency and the surrounding community. Such forces include issues of gentrification, and the conflicting notions of community and belonging between previously settled and locally rooted immigrants from the Caribbean and the recent influx of young, wealthy, and upwardly-mobile settlers from other parts of the city.

For more posts from this EPIC edition curated by contributing editor Tricia Wang (who gave the opening keynoted talk at EPIC this year), follow this link.

10 Brixton Pounds 

When we talk about money, we usually refer to national or supra-national currencies such as the Sterling, Euro, and Dollars. However, the variety of money is much more extended, and there are many other currencies used to demarcate different types of exchanges. In the last few years particularly, the phenomenon of complementary currencies has been rejuvenated. A recent study counted over 3000 systems globally (Longhurst and Seyfang, 2013).

In this post, I am going to discuss what I presented  in the Pecha Kucha session at EPIC 2013. My focus is on a specific complementary currency: the Brixton Pound in London. I have been conducting an ethnography on this local currency since March 2011. During the first year of my PhD in Marketing, I became interested on how consumers approach and stigmatise the mainstream financial system, especially during the last financial crisis.

Local currencies represent a good context to show how communities try to build resilience to fight financial instability. Furthermore, the Brixton Pound was the first local currency to appear in a huge metropolitan area. In an era where cities are increasingly global and old bricks-and-mortar neighbourhoods have been substituted by new shiny buildings (Zuckin, 2009), it is quite unique for a neighbourhood to claim its own historical, cultural and economic identity through the creation of a currency. Read More…

In between is the place where you have to understand people: Social science, stigma, and data big or small

Judd and Tamar

Editor’s Note: Judd Antin @juddantin is a social psychologist and user experience researcher who studies motivations for online participation. In 2011, he was named an MIT Technology Review Innovator Under 35. Prior to joining Facebook, he worked with Yahoo Research.  His educational background includes Applied Anthropology, Information Science, and training at the French Culinary Institute. One of my favorite papers of his is Readers are Not Free Riders: Reading as a form of participation on Wikpedia (pdf) [1].

Tamar Antin is a research scientist who uses mixed and especially qualitative methods to critically examine public health policies and narratives. She has several years of experience in public health research. One of her recent publications is Food Choice As a Multidimensional Experience [2].   Her dissertation [3] combining three papers on food choices and body image is excellent reading for any student of qualitative methods. 

I’ve known Tamar and Judd for several years now, and Tamar has been a mentor to me. Every time Tamar and I talk about research and ethnography, it never seems to last long enough; I just want to ask her more questions. And every time I see Judd, I want to ask him a million questions too. So a post for Ethnography Matters was a great excuse to get together with them for a chat on anthropology, Big Data and Small Data, and other interesting things.  –  Rachelle

P.S. This isn’t a straight transcript of our conversation but a sort of Frankenstein transcript made out of chopped up pieces sewn back together. 

_____________________________________________________________________

1. Two Ethnographers
2. What they’re working on
3. Stigma and hacking
4. Qualitative research as art, science and handmaiden
5. Big Data and Small Data

1. Two Ethnographers

What’s your background in anthropology?.

Judd: I have an undergraduate degree in anthro from Johns Hopkins, where I was one of seven anthropology majors I think, like in the whole university. It was a small department. I got interested in anthro primarily because of my adviser, who became our friend, Felicity Northcott. Coincidentally she also married Tamar and I. She was internet ordained and she officiated our wedding. She’s awesome.  She was just a very down to earth, foul-mouthed, passionate anthropologist.

Tamar: And for me, I have an undergraduate degree in anthropology also, from the University of Texas. I was having this conversation with the undergraduate adviser there at the end of my senior year, like okay now I have this degree, but I didn’t really know what to do with it. I went to the career center, and they had a list of all the jobs that you could do with certain majors, and I think the only job that was listed for anthropology majors was travel agent.

Judd: What?

Tamar: Oh yeah. I was thinking, well I don’t want to do that.

Judd: Travel agent?!

Read More…