Is there a dangerous component to ethnographic research? For example, is the research method too invasive? Does it protect the privacy of the observed group? Does the privacy need to be protected? Is the group being exploited for the purpose of business? Is this research method more helpful or harmful?
The article mentions that consumers like brands that they can “have a conversation with”. How can ethnographic research help consumers develop a relatonship with a brand? Does interactive design play a role in this idea? How so?
How should business adapt corporate ethnography to be more successful and profitable?