Leveraging Ethnography to Predict Shifting Cultural Norms (Chapter 7 from Disrupt Together)
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Leveraging Ethnography to Predict Shifting Cultural Norms is part of Philadelphia University's breakthrough approach to innovation: one that links business, design and engineering, and delivers extraordinary results in both new and existing ventures. First, Dr. Stephen Spinelli and Heather McGowan introduce this "Disrupt Together" approach, explain its deep roots in design thinking, and show how it generates far more high-value ideas for innovation. Next,Sarah Rottenberg shows how to use applied ethnographic methods to identify "white spaces": new, disruptive opportunities for innovation created by changing cultural norms. First, Rottenberg shows how to plan your ethnographic research: recruiting the right people, observing the right activities, and asking the right questions. Next, you'll learn how to follow the trails your participants lay down, wherever they lead — even when things get emotionally intense. Finally, you'll learn how to combine highly analytic techniques with those that prioritize your intuitive sensemaking, giving yourself multiple chances to see the world in new ways.
Leveraging Ethnography to Predict Shifting Cultural Norms is one of 15 e-chapters addressing all facets of innovation, from design processes and team development to business models and value delivery. Each is crafted by a pioneering business innovator — and they all integrate into today's most coherent, realistic blueprint for innovation. For all entrepreneurs, executives, managers, strategists, and students who want to drive more value from innovation.
Sarah Rottenberg is the Associate Director of the Integrated Product Design Master's Program at the University of Pennsylvania, and a Lecturer in its School of Design. She trains clients in design research methodologies and helps teams design products, experiences, and businesses that are desirable, meaningful, feasible, and viable. Formerly a design researcher at Doblin and a Directing Associate at Jump Associates, she holds a Master of Arts in Social Sciences from the University of Chicago, where she studied anthropology; and a Bachelor of Science in Foreign Service from Georgetown University.
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Stephen Spinelli, Jr., Ph.D., Philadelphia University's President, led its strategic transformation, including a capital campaign spearheaded by a $20 million gift to endow the Maurice Kanbar College of Design, Engineering and Commerce. He has held leadership positions at Babson College and many prominent associations, and serves on several boards. He holds a Ph.D. in Economics from The Management School, Imperial College (London); an MBA from Babson College, and a BA in Economics from McDaniel College. He began his professional life as co-founder of Jiffy Lube.
Heather McGowan, an entrepreneurial strategy consultant, specializes in leading and communicating transformational change. At Philadelphia University, she developed strategy, curriculum, and advisory networks for the Kanbar College of Design, Engineering, and Commerce (DEC), winner of the 2012 Core 77 global competition for innovation in design education. She has advised executives at several startups, and brought 25+ products to market. She holds a BFA in Industrial Design from Rhode Island School of Design and an MBA in Entrepreneurship from Babson College.
