Toward Industrialization of Ethnography
Article first published online: 16 NOV 2010
© 2010 by The American Anthropological Association. Some rights reserved.
Ethnographic Praxis in Industry Conference Proceedings
Volume 2010, Issue 1, pages 26–35, August-September 2010
How to Cite
UGAI, T., AOYAMA, K. and OBATA, A. (2010), Toward Industrialization of Ethnography. Ethnographic Praxis in Industry Conference Proceedings, 2010: 26–35. doi: 10.1111/j.1559-8918.2010.00004.x
- Issue published online: 16 NOV 2010
- Article first published online: 16 NOV 2010
This paper explores a way to expand business using ethnography as an industrial service or product. First, a challenge that companies are facing and trying to deal with, which is industrialization is described. In the software industry, as computer prices go down, the requirements for software development involve accurate estimates of the cost, the time and the resources involved in the process. Due to these new market demands, software development reached a level of maturity, which required a new approach to product development. Likewise, as ethnography grows into more intricate realms, there is a need for a more robust approach to ethnography application in business to help it achieve the right maturity level of industrialized processes. In this context of complexity, case studies from Fujitsu and examples from literature were used to test the Capability Maturity Model Integration (CMMI) framework to use to evaluate the practice of ethnography in business. As a result, a brief assessment of ethnography using the CMMI framework is shown. It describes how ethnomethodology can be used in a repeatable manner and provides results within a small margin of difference in quality. Finally, a reflection on the value of experts in this new trend in ethnography is described.