Results for: Ethnography
Doing Anthropology in Consumer Research
Patricia Sunderland and Rita Denny
November 2007
View Article >An essential guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authors’ own research — from coffee in Bangkok and boredom in New Zealand to computing in the United States.
Handbook of Anthropology in Business
Edited by Rita Denny and Patricia Sunderland
June 2014
View Article >The first major reference work on anthropology in business, includes chapters by more than 60 authors working in universities and corporate settings. The Handbook offers broad coverage of theory and practice and demonstrates the vibrant tensions and innovations that emerge at the intersections of anthropology and business and between corporate worlds and the lives of individual scholar-practitioners.
The Cry for More Theory and The Cry of Practicality
Patricia Sunderland and Rita Denny
In Advancing Ethnography in Corporate Environments, edited by Brigitte Jordan, 2013
View Article >These chapters center on the dynamic tensions between theory and practicality in applied anthropological work, using case studies from our work to illuminate the ways that bringing theory into the work is a crucial aspect of the practical work that needs doing in consumer research.
When Ethnography REALLY WORKS
Michael Donovan
QRCA Views, Fall 2013
Download File >When ethnography really works, it changes the frame of understanding; it upends rather than confirms thinking. In the upending, category wisdom is often challenged and the impossible becomes possible, creating a win for clients, consumers and researchers.
QRCA Qualcast: Expanding the Parameters: When Ethnography Works
Rita Denny, Mike Donovan, Charley Scull and Patricia Sunderland
Thursday, November 1, 2012
View Article >Consumer Segmentation in Practice: An Ethnographic Account of Slippage
Patricia L. Sunderland and Rita M. Denny
In Inside Marketing: Practices, Ideologies, Devices, edited by Detlev Zwick and Julien Cayla, 2011
View Article >This chapter, a story of slippage in timelines and agendas, illuminates the inherent messiness, in essence the effervescence of humanity, embodied in consumer research and consumer segmentation.