Commence rant: One aspect of the business consulting world that I find particularly bothersome is its propensity to coopt methodologies and concepts that have been decades in the making, painstakingly perfected, and pretty much impossible to do correctly without a real, tangible expertise in the field of study, and condensing them into cheap, buzzword–filled packages. The most egregious example: ethnography. Now, maybe that sounds harsh, but it annoys me when, at the mention of the word “ethnography,” many people picture a participant taking a photo of their bathroom vanity or refrigerator door with their mobile phone. Or this picture, taken from a recent Greenbook blog post about ethnography:
Ellen Hart is a Senior Associate Consultant at Vivisum Partners. She specializes in in-depth qualitative research in healthcare and nonprofit fields.
Email Ellen at email@example.com