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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
Keywords: Qualitative Research; Ethnography; Corporate Culture; Organizational Behavior; Organizational Change and Adaptation; Theory; Working Conditions; Consulting Industry
  • 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
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  • 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
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  • 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
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  • 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
Keywords: Ethnographic Atlas; Validation; Culture; Economic Anthropology
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  • 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
Keywords: Brand Management; Customer Relationship Management; CRM; Customer Behavior; Consumer Behavior; Retailing; Marketing; Marketing Strategy; Brands and Branding; Marketing Channels; E-commerce; Retail Industry; United States
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  • 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
  • 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
  • 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
  • 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
Keywords: by Sean Silverthorne; Education
  • 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

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