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- Research Summary
Overview
I am an ethnographer and field researcher studying how people experience and interpret their work and cultural contexts, as well as how this shapes inequality and organizational outcomes like normative control. I specialize in utilizing in-depth, inductive field... View Details
- January 2014
- Technical Note
Learning From Extreme Consumers
By: Jill Avery and Michael Norton
Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details
Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention
Avery, Jill, and Michael Norton. "Learning From Extreme Consumers." Harvard Business School Technical Note 314-086, January 2014.
- September 2015 (Revised March 2025)
- Technical Note
FIELD Global Capstone: Developing Customer Empathy
By: Jill Avery
The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details
Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers
Avery, Jill. "FIELD Global Capstone: Developing Customer Empathy." Harvard Business School Technical Note 316-082, September 2015. (Revised March 2025.)
- January–February 2023
- Article
Triadic Advocacy Work
By: Summer R. Jackson and Katherine C. Kellogg
Scholars of street-level bureaucracy and institutional research focus primarily on the relationships between advocates and their larger bureaucratic and social systems, assuming that advocates have little need to satisfy their beneficiaries. We find otherwise in our... View Details
Keywords: Occupations And Professions; Ethnography; Power And Politics; Work And Organizations; Advocacy; Public Management; Justice
Jackson, Summer R., and Katherine C. Kellogg. "Triadic Advocacy Work." Organization Science 34, no. 1 (January–February 2023): 456–483.
- Article
Tabulated Nonsense? Testing the Validity of the Ethnographic Atlas
By: Duman Bahrami-Rad, Anke Becker and Joseph Henrich
The Ethnographic Atlas (Murdock, 1967), an anthropological database, is widely used across the social sciences. The Atlas is a quantified and discretely categorized collection of information gleaned from ethnographies covering more than 1200... View Details
Bahrami-Rad, Duman, Anke Becker, and Joseph Henrich. "Tabulated Nonsense? Testing the Validity of the Ethnographic Atlas." Art. 109880. Economics Letters 204 (July 2021).
- June 2016
- Teaching Note
Relating to Peapod
By: Jill Avery and Susan Fournier
This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the... View Details
- Person Page
AOM Ethno PDW 2009-2014
AOM PDW 2014: Being There/Being Them: Entry, Exit, and In-Between in Organization Ethnography
Co-Organizers: Michel Anteby, Harvard; Curtis K. Chan, Harvard; Julia DiBenigno,... View Details
- 14 Nov 2018
- HBS Seminar
Lindsey Cameron, University of Michigan Ross School of Business
- Research Summary
Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks
Sociologists have long examined the interactive relationship between social structure, taste and power. This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details
Summer R. Jackson
Summer Jackson is an Assistant Professor of Management in the Organizational Behavior unit at Harvard Business School. She teaches LEAD in the MBA required curriculum.
Professor Jackson is an organizational ethnographer and field researcher... View Details
Emily Truelove
Emily Truelove is an Assistant Professor of Business Administration in the Organizational Behavior Unit at Harvard Business School. She teaches LEAD in the MBA program. She also teaches in executive education programs, including Leadership for Senior Executives,... View Details
Leslie A. Perlow
Leslie A. Perlow is the Konosuke Matsushita Professor of Leadership in the Organizational Behavior Unit at Harvard Business School. She leads the LIFE Special Project, dedicated to helping individuals make purposeful life choices while gathering insights that will... View Details
- 18 Apr 2011
- Research & Ideas
It’s Not Nagging: Why Persistent, Redundant Communication Works
move their projects forward more quickly and smoothly than those who are not. Neeley's research evolved out of an ethnography of managers' use of technology used to persuade their team members to meet their deliverables on time and on... View Details
Keywords: by Kim Girard
John A. Deighton
John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details
- 14 Jul 2014
- Research & Ideas
Pay Attention To Your ‘Extreme Consumers’
Embodiments Of Ethnography Another way designers can gain fresh insights into their products is by observing consumers whose physical impediments make using them difficult. Engineers with Ford wore bodysuits that mimicked the vision and... View Details
Keywords: by Michael Blanding
- Web
Recommended Reading - Advancing Racial Equity
Literacies shows college student writing that directly confronts lived experiences of segregation—and, overwhelmingly, of re-segregation. This textual ethnography embeds early college students’ writing in deep historical and theoretical... View Details
- Web
2015 Symposium - Race, Gender & Equity
ethnography of serial migration in Dubai focusing on motherhood, work, and movement (under contract with Columbia University Press). She has received fellowships from the Center of Advanced Study in the Behavioral Sciences (Stanford), The... View Details
- 30 Sep 2016
- News
Competing Against Luck
statistics. Does that mean, though, as a manager that things like ethnographies would be more important? Or is it just the filter that we're using to look at some of the statistics? Christensen: Boy, that's a great question. Absolutely it... View Details
- 07 Nov 2006
- First Look
First Look: November 7, 2006
management and production techniques, and global integration that spurred the "New Economy" of the 1990s had triggered profound and lasting changes. Frontiers of Capital brings together ethnographies exploring how cultural... View Details
Keywords: Sean Silverthorne
- 18 Sep 2013
- Research & Ideas
Unspoken Cues: Encouraging Morals Without Mandates
hears whispers of a more distant collective guidance. In the initial draft of my ethnography of HBS, I noted the School's relative silence on the moral contents of faculty's teaching. New faculty members receive at the School a lot of... View Details