Reporting Ethnography: Storytelling & the Roles Participants Play

Research Design Review

In Chapter 10 of Sam Ladner’s book Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, the author discusses a best practice approach to reporting ethnographic research for a corporate audience.  She states Shakespean actorthat “private-sector ethnographic reports are successful if they are dramatic and consistent with the organization’s truth regime” (p.165).  To this end, Ladner recommends text reports with “clickable hyperlinks” throughout and supplemental material, such as a PowerPoint presentation, that acts as the “marketing campaign” or “movie trailer” for the text document.

As another “delightful element” to the ethnography report, Ladner suggests the use of personas or archetypes, each representing a depiction of participants that share a particular characteristic.  This is “a useful way to summarize the voluminous amount of qualitative data” (p. 167); however, Ladner cautions that personas “are often done badly” and points to Steve Protigal’s article on the subject matter, “Persona Non…

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