“WE ARE LOOKING FORWARD TO SOME COOL QUOTES!”

Abstract

The reality facing applied ethnography today is one of popularisation at the cost of content. There is a potent risk of ethnography being replaced by less professional methods marketed under similar headings. This article therefore explores ways to develop the discipline further as well as the instruments necessary to improve application and communication. It goes on to argue that ethnography is a discipline that records and analyses human behaviour and should consequently be informed by other disciplines with a similar focus. The authors also actualise the necessity of ethnographers improving their knowledge about business administration as the studies they execute are increasingly in demand for informing long term product and business strategies.

Keywords

applied ethnography, sustainable product development, human/consumer behaviour, analytical instruments, multidisciplines

How to Cite

Graffman, K. & Börjesson, K., (2011) ““WE ARE LOOKING FORWARD TO SOME COOL QUOTES!””, Ethnologia Europaea 41(1), p.98-105. doi: https://doi.org/10.16995/ee.1080

Publisher Notes

  • This article was previously published by Museum Tusculanum Press.

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Authors

Katarina Graffman (Uppsala University)
Kristina Börjesson (University of the Arts, London)

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