Our paper on three productive frictions in today’s business setting, presented by Maria Cury at EPIC 2023.

Zlatko Rihter (CEO at Mölnlyck) speaks to Martin Gronemann about trusting the ethnographic process, embracing a customer-oriented approach, and uniting the worlds of business and social sciences to build strategy.

Camila sentou-se em seu sofá rosa desbotado, desenfaixou a atadura em torno da panturrilha e me mostrou um ferimento roxo, uma parte da pele em crosta e uma parte úmida. Sua filha Cecilia sentou na beirada de uma cadeira no canto, completando os vazios na história:

Applied ethnography still struggles with the fundamental challenges of framing research to obtain ‘thick’ data, making sense of data in teams and with clients, and making a convincing case with data in challenging environments.

Surveys can provide validate insights about consumers, but when it comes to understanding what keeps people from going green, they’re often unreliable.

ReD helped Coloplast understand a key insight about its users: that not all bodies are shaped the same.

Pharma companies are taking steps toward "patient-centric" healthcare by using patient insights to guide drug development and clinical trials.

There is an assumption in tech circles that people and computers think alike. But this doesn’t do justice to the wonders of the human mind.

This case study of alcohol in China revives Mauss’s concept of the total social fact as a means of understanding new markets.

In business thinking, ‘core competencies’ have long been seen as the critical factor that distinguishes great from good. Great companies have strong core competencies that they constantly leverage and develop. On the other hand, companies who do not understand their own strengths and weaknesses cannot execute at the highest proficiency.

In the world of marketing, creativity is surrounded by a high level of mystique. We imagine that ideas appear in the heads of gifted individuals from out of nowhere. Because it seems that no one really understands creativity, the art directors of the world can charge exorbitant prices for their creative services. This is the case even though only about 50 percent of marketing campaigns are successful. However, California-based consultancy IDEO has developed a more rigorous approach to working with creativity.