Ken Anderson on using ethnographic translation for strategy at Intel
Ken Anderson argues the importance of ethnography as ‘translation’ between tribes, in this case corporations and consumers.
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