Summary Ethnographic Thinking: From Method to Mindset
This book argues that 'ethnographic thinking'--the thought processes and patterns ethnographers develop through their practice--offers companies and organizations the cultural insights they need to develop fully-informed strategies. Using real world examples, Hasbrouck demonstrates how shifting the value of ethnography from simply identifying consumer needs to driving a more holistic understanding of a company or organization can help it benefit from a deeper understanding of the dynamic and interactive cultural contexts of its offerings. In doing so, he argues that such an approach can also enhance the strategic value of their work by helping them increase appreciation for openness and exploration, hone interpretive skills, and cultivate holistic thinking, in order to broaden perspectives, challenge assumptions, and cross-pollinate ideas between differing viewpoints.
Ethnographic Thinking is key reading for managers and strategists specifically wishing to tap-into the potential that ethnography offers, as well as those searching more broadly for new ways to innovate practice. It is essential reading for students of applied ethnography, and recommended for scholars too.
Ethnographic Thinking: From Method to Mindset
Excellent concepts, but the author’s writing style often gets in the way. Be prepared to do a lot of hard work to parse the sentences and mine the hidden gems. Nevertheless, reading this book was well worth the effort. One more small caveat, the author and/or editor should have taken more time to verify the accuracy in the Works Cited section.
Jay Hasbrouck Outstanding account of diverse ethnographic works for the industry. Highly recommended! Jay Hasbrouck