Practical Ethnography: A Guide to Doing Ethnography in the Private Sector

by Sam Ladner

Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at

Genres: Design, Anthropology, Research, Ethnography, Business, Professional Development, Nonfiction

212 pages, Paperback

First published November 30, 2013

About the author

Sam Ladner is a sociologist who researches the intersection of work, technology, and organizations. She has worked at major technology companies including Microsoft and Amazon, creating real-world technology products. She received her PhD in sociology from York University, served as Postdoctoral Fellow at Ryerson University’s School of Information Technology Management. She is also the author of Practical Ethnography: A Guide To Doing Ethnography in The Private Sector and Mixed Methods: A Guide to Applied Mixed Methods Research

Reviews

[Jo · Rating 5 out of 5]

Sam Ladner offers above and beyond, practical insights on what it means to do ethnography and more importantly, do it well.

Ladner's book is an excellent resource for all - from students to experienced practitioners in research to corporate colleagues wondering "just what the heck are my coworkers actually doing out in the field anyway?". She writes in such a way to make it appealing to the non-academic, non-researcher yet maintains the integrity and depth the topic deserves.

[Vicky · Rating 5 out of 5]

Academia and the private sector are two worlds living on different values and timescales. So, Sam Ladner's book about crossing the two - namely, how an academic ethnographer can translate their practices of detail and rigor to the faster paced corporate world - is a useful addition to the ethnography canon. Very practical, it discusses both logistics (livescribe pens are worth the investment) and politics (detailed work won't get anywhere if no one buys in to it - be prepared to do a slide deck of the high level findings). For me, the most interesting idea was doing a form of literature review for a corporate project as you would for an academic one. I've now ordered some books on ethnography related to the current project I'm working on now and will review them for themes for questions.

[Lauren · Rating 4 out of 5]

As someone who has worked with Sam, it was about time I read this! I wouldn't call myself an ethnographer but rather just a researcher. I found most of the contents pretty helpful, learned a few new tips and tricks, and identified things I've done in the past that I should correct when doing field research. I would recommend this book for anyone interested in ethnography and looking for a good overview and practical ideas and tips for how to conduct, document, and present meaningful research.

[Yunyi · Rating 4 out of 5]

One of the most delightful academic books I have ever read in the past 5 years. It is very enlightening for junior UX designers/researchers like myself to understand this notion of ethnography. Sam Ladner made it really simple for me to understand the basics.

[Shauna · Rating 4 out of 5]

I like that this was written in an approachable way, with helpful tips and even humor. I read it for a course and it's on a topic I'm not all that interested in, so I can only like it so much, but for what it was, I'll take it.

[Qwerty88 · Rating 2 out of 5]

I was very disappointed by this book.

The self-righteousness and martyr complex bleed through the pages. Her need to make strawman arguments about people who are in the private sector are unfounded and do not match with my 20 years of experience in a variety of different companies and working with stakeholders in many different industries. For example, saying that folks who work in luxury don't understand the impact of scarcity and the messages that buying luxury brands have for customers? Or that they don't understand that gender is a social construct?

She claims in the intro that she is writing for two audiences, academics interested in exploring working in the private sector, and the second are the researchers who don't have "robust academic training", and want a "practical step by step guide" to help you do ethnography. She is constantly demeaning the reader who comes from this second audience, and does not provide much in the way of practical steps.

Page 140 shames people who took a shortcut to that section, but page 14 specifically says to skip around.

This is an expensive book. Pick up _Interviewing Users_ by Portigal instead. At least then you get some real tips and some funny self-deprecating stories. (In contrast, Ladner keeps pointing out places where she made recommendations that the client didn't move forward with, to their detriment.)

[John Weiler · Rating 2 out of 5]

Deep on promise; shallow on delivery. Far too much of the book is focussed on common sense concepts related to Interviews, Reports, Tools (PowerPoint, MS Word), etc.

There were a few examples of incredible companies, like Xerox, but none of the rich substantiation of how ethnography benefitted their products and processes.

I liked how the author started with a few stories of how ethnography explained, or may have improved, real-life situations. Unfortunately, those pretty much disappeared after Chapter 2.

Barely worth the read, but mainly because of the paucity of decent books on the topic.

[Rachel · Rating 5 out of 5]

This book was incredibly helpful to me as I think about how to apply my knowledge and experience with academic ethnography and other qualitative research to my current work in the private sector. It addressed my questions and concerns about how the two sectors differ and offered great advice for succeeding with ethnography among stakeholders who may not fully trust or understand it. A great starting point, especially for anyone moving from academia to the private sector.

[Meghan Burke · Rating 4 out of 5]

A surprising amount of this book could already be updated, around both technology and identity-related matters. But the fundamentals are there, and I think do a nice job distilling what it looks like to bring the orientation and practices of ethnography into the private sphere. As a CX researcher (and fellow sociologist) I’ll consider this a core resource for years to come.

[Ted · Rating 5 out of 5]

This is obviously niche, but for those wanting more information on how to move from academic qualitative research into industrial / private sector work, this has a ton of great, readable information. I've been doing this work for years and still learned a lot — there's practical information for both early career people and those looking to build their own consulting practice.

[Lily · Rating 5 out of 5]

Very good and practical book. Written as a true anthropologist venturing out into the field of corporate bs. Lots of practical and hands on advice. Highly recommended

[feux d'artifice · Rating 4 out of 5]

Very interesting advice, will need to go back and take notes

[Chris Fanelli · Rating 4 out of 5]

Excellent book for anyone doing UX work, or really, any user communication in the private sector.

[Helen · Rating 5 out of 5]

Though I do have master degree in sociology, it's been over 10 years now since I've actually read something about the subject. Due to work requirements and my own interest, this book was found and read in almost one go. The author did a great job creating a piece about such (as many might initially think) boring subject as Ethnography. Being honest, this book has inspired to proceed learning more about usage of ethnography in business but also reading the classics on this matter. My dream would be to have a chance to talk to Ms Ladner one day, ask some questions and discuss her great work. I truly appreciate the book and highly recommend it to all my friends and colleagues now.

[Laura · Rating 5 out of 5]

If you work in design, or any other field where understanding customer perspectives and values is key, you'll want to get a copy of this book. While you're at it, you might also want to get a set of page markers and a notebook. There is so much packed in to this concise volume, and none of the words are wasted. All essential reading and advice for using ethnographic techniques in a non-academic setting. What's more, it's written in an accessible and easy to use way, with tables of information laid out clearly throughout.

[Ryber Torbjörn · Rating 3 out of 5]

Decent intro to Ethnography but more Of an intro to the real world for academics

As user experience consultant I wanted an easy not to academic introduktion to what Ethnography can help me with. I got some of that but to be honest it felt a lot like the authors own struggle to leave academia and motivate and explain for fellow researchers how to adapt to make a living working in the real world.

[Alan Fricker · Rating 4 out of 5]

Interesting as set in context of ethnography as a work place tool rather than academic discipline. Focus is private sector so not all points applicable but clarity is helpful. Major background themes well introduced. Discusses ethics in private sector context and managing expectations of those requesting the work. Observation alone is not ethnography - there needs to be follow up questions.

[Eoin · Rating 4 out of 5]

Good book, very approachable

Even for someone not doing ethnographic research or UX work this was a very readable guide. Recommended for anyone who wants to know more about ethnography.

[Mills College Library]

305.80072 L155 2014

[Norman · Rating 4 out of 5]

A very good introduction to ethnography for the layperson. The quote I liked best "Ethnography does not happen without access to participants' contexts" (p.118), i.e. without knowing the user/customer's reason we are only guessing.