Ken Anderson on using ethnographic translation for strategy at Intel

March’s Harvard Business Review has a short article by Intel’s Ken Anderson. Ken has consistently argued the importance of ethnography as ‘translation’ between tribes, in this case corporations and consumers. Here he highlights discovering questions rather than just answers is useful for strategic way-finding as well as short-term innovation.

“Our job as anthropologists is to understand the perspective of one tribe, consumers, and communicate it to another, the people at Intel.”

Ken Anderson

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Colour Quotes Analysis is a blog about researching the near and connected future through design.

It's written by Jaimes Nel. I'm a design researcher at live|work. I write this site to help me shape ideas and keep up with events in the design/future research world.