Models in motion: Ethnography moves from complicatedness to complex systems
Article first published online: 11 FEB 2014
© 2013 by The American Anthropological Association. Some rights reserved.
Ethnographic Praxis in Industry Conference Proceedings
Volume 2013, Issue 1, pages 232–249, September 2013
How to Cite
ANDERSON, K., SALVADOR, T. and BARNETT, B. (2013), Models in motion: Ethnography moves from complicatedness to complex systems. Ethnographic Praxis in Industry Conference Proceedings, 2013: 232–249. doi: 10.1111/j.1559-8918.2013.00020.x
- Issue published online: 11 FEB 2014
- Article first published online: 11 FEB 2014
Since the 90's, one of ethnography's values has been about the reduction in the risk of developing new products and services by providing contextual information about people's lives. This model is breaking down. Ethnography can continue to provide value in the new environment by enabling the corporation to be agile. We need to: (1) identify flux in social-technological fabric; (2) engage in the characterization of the business ecosystems to understand order; and (3) be a catalyst with rapid deep dives. Together we call it a FOC approach (flux, order, catalyst).