Archive for June, 2006

I keep going back to read Grant McCracken’s views on the problems of what he calls partial ethnography. In the partial view, the ethnographer becomes, in effect, the marketer’s surrogate, a way for the marketer to see into the life of the consumer, his or her eyes and ears in place. The presumption here is […]


I have been reading a lot on corporate enthnography and what it means for new product devleopment and so on. And I have zealously saved and guarded the links, meaning to write about them somewhere. And this morning, this quote I came across on Abinandan’s blog prompted me to immediate action – Ethnography [has] escaped […]