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How
to Use Ethnography : Organizational Development Studies Understanding the employee experience is increasingly important, as organizations constantly evolve to keep up with the marketplace. Honest feedback from employees is often hard to come by, though. Organizational Development Studies use ethnography to uncover employees' true behaviors, attitudes and emotions about the workplace. These studies vary greatly in focus – they can be organization-wide, or target a particular department or small group of people. The objectives range from very broad, to gauge how people feel, to very specific, focusing on a particular issue. The results vary depending on the scope of the study itself. Click here to view the Jiffy Lube case study. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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