Blog post

Call for Participation: Ethnography Within The Enterprise

By Mike Gotta | June 06, 2013 | 7 Comments

Gartner is conducting a research project to better understand the use of ethnography within the enterprise. A series of open-ended conversations with ethnographers, their managers, and related decision-makers will be used to help establish a baseline for our analysis and eventual reports, presentations, etc. Interviews will be one-on-one and last about an hour. Questions will be provided beforehand so some thought can be given to the decision to participate and better understand the nature of the conversation(s). All information collected during the study that might identify an organization or individual will be kept anonymous and covered under existing confidentiality agreements. Generalized information (e.g., title, functional area, quotes) might be used as long as the information does not identify the participant.

Ethnography can be used in a variety of ways (e.g., product and service design, user experience design, cultural assessments). People conducting ethnographic studies can have a variety of background (e.g., anthropology, sociology, human computer interaction) and titles. We are interested in talking to people who are performing ethnographic work, including field studies, whether they are internal employees or working as a contractor in an agency or consultancy.

If you are interested, please let me know in the comments below. We’d like to conduct the interviews over the next few months (June-August).


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Comments are closed


  • Alfred Kahn says:

    I would be happy to participate in your study.

  • Aliza Gold says:

    I’m delighted that you’re studying ethnography in the enterprise. At projekt202 we use ethnographic techniques to inform design strategy for businesses, services, and products. Feel free to contact me.

  • Sounds like a great project, Mike. Lookgin forward to hear what you learn.

  • Mike, I’d be happy to discuss how Groupaya used ethnography with past clients.

  • Fantastic project! I would be delighted to share our experiences with Ethnography (and netnography) as it is central to the work we do helping larger companies build online customer and partner communities. It is a central part of our research methods.

  • Hi Mike, Please contact me about this project. We’d like to take part. Thanks.

  • Cynthia Bellomee says:

    Hello Mike,
    Your project sounds great and I would love for you to contact me to see if my study could be a fit for your project.