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Practical Ethnography
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Review
“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"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"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
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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.
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Product details
Paperback: 212 pages
Publisher: Routledge; 1 edition (March 17, 2014)
Language: English
ISBN-10: 1611323908
ISBN-13: 978-1611323900
Product Dimensions:
6 x 0.5 x 9 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
20 customer reviews
Amazon Best Sellers Rank:
#291,116 in Books (See Top 100 in Books)
This book sits on my desk, dog-eared and highlighted, and I refer to it more than just about any other resource that I have. And it's not because I am a corporate ethnographer - I'm not. But it allows me to use my background in anthropology to do my current job in solutions consulting BETTER, and think about the problems of consumers, developers and C-level executives with a different perspective that brings immediate value to my company and its clients. Dr. Ladner provides not only combines strong theoretical foundation with first-hand narratives of her own experience in the field, but also offers practical advice and applications that are immediately applicable in the field or in the office.
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.
This is one of those rare books that balances academic rigor with practice-based implications. Sam does a great job of mediating the theory required to talk about ethnography with the language needed to communicate to business-minded readers. I'm a practicing design researcher myself, and although perhaps not the main target reader for this book, I learned a lot. I would particularly recommend the book for business leaders who interact with qualitative researchers or are thinking about bringing it into their organization, or to practitioners who have some experience with research but seek a more well-rounded explanation.I recommended that my students all pick up a copy. Even if they don't become ethnographers, ethnographic approaches affect many parts of the design process. Similarly, even if you don't work with ethnography, the methods and frameworks in this book are transportable to many contexts.
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.
I appreciate and value this book amongst my collection of textbooks. Ladner speaks personably about how to bridge academic training with industry expectations.Thank you for the way you break down and make research design approachable, your timeline framework, the many methods available for data collection and deliverables, along with your opinions on why you like some over others. Through a book, you've made me feel like you’re personally interested in my success, so thank you for your generosity to share what you’ve learned along the way. It’s making a big difference in my interest and stamina to keep working through school.
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!
Really concise and in depth. I like how the book is more like a journal-story book the way it is written, much more interesting to read.
This book closes a gap in the literature: a book for practitioners who are not necessarily social scientists but who want to understand and use ethnography for understanding real-world problems. Hardly theory-free, and more than a practical manual, this is an engaging and useful book that will help you think differently about how to understand what's going on with organizations, consumers, communities, and the like.
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