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Jakarta Post

Ethnography, cutting edge research

  • The Jakarta Post

Contributor, Jakarta   /   Wed, July 2 2008   /  10:53 am

Nine out of 10 people who read "Brand Consultant & Ethnographer" on my business card ask me what an ethnographer is. This is precisely the question I am waiting for. Putting my new profession on my business card is in fact part of a strategy to introduce ethnography to the business network I have built. What about yourself? Are you familiar with the term ethnographer or ethnography and its role in business? Hopefully, the word has caught your attention as a decision maker. If you are not familiar with this term, it is high time to take a short break from your routine activities and tune-in again to the buzz words of the management world. Ethnographic jargon, at the very least, needs to be part of your dictionary to enrich your discourse with business colleagues, especially when you are running a very competitive business. Broadening the horizon of contemporary r...