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Practical Ethnography: A Guide to Doing Ethnography in the Private Sector

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Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at http://www.practicalethnography.com/.

Review

"From theory and analysis to working with stakeholders and creating proposals, this book touches on the key aspects involved in doing high-quality ethnography in a business setting, with relevant anecdotes from Ladner's own personal ethnography journey. While much of the book is essentially a primer on designing, conducting and managing ethnographic projects, Ladner does not gloss over a number of other aspects that many consider important, like the rampant misconceptions of ethnography in business and how to address them, cultures of positivism versus interpretivism, managing client expectations, ethics, and what ethnography is actually meant to."

--Amy Santee, Anthropologizing

"This unusual but useful handbook by sociology Ladner (Microsoft) discusses doing ethnography in corporate and nonprofit environments. Principally aimed at practitioners, it references but does not duplicate previous handbooks of ethnographic methods, most of which are aimed at academic practice. ... Especially useful are sections on technologies available to enhance data collection, down-to-earth descriptions of analytical procedures, and how the style of reporting influences whether a client will actually use research. This work does not replace other handbooks on ethnographic fieldwork but is a fine supplement for those entering this very different kind of research area. Summing Up: Recommended."

--CHOICE Magazine

"In this admirably concise yet comprehensive book, Ladner has created a strong perspective on the praxis of private sector ethnography. She has generously shared her own tradecraft, which practitioners, experienced and novice alike, will find useful to hone their skills, across the project lifecycle. This volume marks another phase in the maturing of the field and lays down a foundation for further development, documentation and reflection on its practices."

--Simon Roberts, Stripe Partners - London

"This book will be key reading for professionals who want to apply ethnographic methodologies in a business setting, and/or enter the commercial anthropology area. I don't know any book that represents my experiences as accurately as Sam Ladner's Practical Ethnography and yet delights me with many well-told narratives that instruct both seasoned ethnographers as well as novices. If you work in this field, this book should be in your library."

--Martin Ortlieb, Google

About the Author

Sam Ladner is a sociologist, UX researcher, and student of productivity. She specializes in ethnographic research for product design. Prior to her current job as Principal UX Research Lead at Amazon, she worked at Microsoft in the Operating Systems Group, where she led the research on human-led design, and Microsoft Office, where she conducted ethnographic studies of workplaces. She holds a PhD in sociology and served as a Postdoctoral Fellow at the Ryerson School of Information Technology Management in Toronto.

Review:

4.7 out of 5

94.55% of customers are satisfied

5.0 out of 5 stars Essential reading

L. · 7 August 2016

If you work in design, or any other field where understanding customer perspectives and values is key, you'll want to get a copy of this book. While you're at it, you might also want to get a set of page markers and a notebook. There is so much packed in to this concise volume, and none of the words are wasted. All essential reading and advice for using ethnographic techniques in a non-academic setting. What's more, it's written in an accessible and easy to use way, with tables of information laid out clearly throughout. I wish I'd bought a copy much sooner. If you're interested in design research and/or applied social science in business, bump this to the top of your "to read" list. I can't recommend it enough.

5.0 out of 5 stars Great inspiration to study ethnography

H.R. · 31 March 2015

Though I do have master degree in sociology, it's been over 10 years now since I've actually read something about the subject. Due to work requirements and my own interest, this book was found and read in almost one go. The author did a great job creating a piece about such (as many might initially think) boring subject as Ethnography. Being honest, this book has inspired to proceed learning more about usage of ethnography in business but also reading the classics on this matter. My dream would be to have a chance to talk to Ms Ladner one day, ask some questions and discuss her great work. I truly appreciate the book and highly recommend it to all my friends and colleagues now.

5.0 out of 5 stars Thoughtful, intelligent text for design ethnographers

D.T. · 7 March 2016

This book provides a solid, academic background to customer discovery interviews. It's easy to read and caused me to reflect on my own practice. If you want to know the theory and the practice behind design ethnography, this is a great place to start.

4.0 out of 5 stars Good book, very approachable

O. · 15 February 2018

Even for someone not doing ethnographic research or UX work this was a very readable guide. Recommended for anyone who wants to know more about ethnography.

5.0 out of 5 stars Five Stars

o. · 21 July 2016

Very practical book.

5.0 out of 5 stars Very practical, engaging introduction to applied business ethnography from the trenches

P.K. · 16 October 2014

This is by far the best introduction to private sector ethnography I've ever read. If you're in any way responsible for the success of a product or service, then I highly recommend this book. It will teach you how to understand your clients deeply and apply that understanding to creating optimal buying and after-purchase experiences.

A must-read for anyone looking to understand the industry research process

V.F. · 8 January 2023

This book does a fantastic job of making a complex topic seem simple. It tackles everything from the ABCs of ethnography, to making concrete plans for selling research to stakeholders. I’m thankful for this purchase!

A Thorough & Highly Usable Guide for the Private-Sector Ethnographer

M.R. · 24 August 2016

With so many texts that discuss ethnography aimed at an academic audience, it is refreshing to read a book grounded in the practical matters associated with the realities of the corporate world. This book will serve as a terrific guide to any researcher in the private sector embarking on an ethnographic study. From early discussions of theory -- including the importance of meaning and social contexts (which are fundamental to the ethnographic method) -- to the highly practical considerations of overall project management, design, execution, analysis, and reporting -- with appropriate (and wonderful) discussions of various formats such as written, visual, audio, and performance -- the author offers the private-sector ethnographer a thorough understanding of the process as well as the essential thinking required to complete an ethnographic study. Ladner's experience and training shine throughout this book and the reader is richly rewarded with clear and exceedingly usable content.

Excellent, well-written primer on ethnography in the private sector

D.S. · 31 March 2017

This is an excellent, well-written primer on doing ethnography in the private sector. I'm an anthropologists who is starting to do consulting work, and Ladner's book helped demystify some of the basics of communicating just what ethnographers can do in a business context. I found the discussion of work time and project planning particularly helpful. I suspect, too, that this book would be quite useful for people thinking about hiring ethnographers or culture people to help answer questions--it explains what ethnographic work looks like and how ethnographers answer questions.

Decent intro to Ethnography but more Of an intro to the real world for academics

R.T. · 18 January 2017

As user experience consultant I wanted an easy not to academic introduktion to what Ethnography can help me with. I got some of that but to be honest it felt a lot like the authors own struggle to leave academia and motivate and explain for fellow researchers how to adapt to make a living working in the real world.

Definitive how-to guide for conducting ethnography in an applied setting

T.H.P. · 28 April 2016

This is a fabulous introduction to conducting ethnographic research for applied purposes to help inform the work of designers, developers, marketers, policy experts etc. I've used this as a teaching tool in a course on design anthropology. Students respond well to the concrete, tangible and often humorous advice given by Ladner. I'd also recommend it for anthropologists and others making the transition to life outside of academia. Her description of the project management discipline resonated especially for me. It would also make a great resource for designers and others wanted to expand their research skills!

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Practical Ethnography: A Guide to Doing Ethnography in the Private Sector

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BHD25550

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