Stories to Action

Welcome to the Stories to Action edition of Ethnography Matters! Over the last few decades, organizations have learned to use the tools and approaches of ethnography to inform product and service development.[1] But the idea of gaining context-specific insights about users before a product or service is engineered is still relatively new. This month, we want to show that the ethnographic process is more than just an insight-generating machine. As ethnographers, we gather stories, analyze them, and identify the relevant insights. But, we do so much more.