Ethnographic Thinking: From Method to Mindset

This second edition of Ethnographic Thinking: From Method to Mindset serves as a primer for practitioners who want to apply ethnography to real-world challenges and commercial ventures. Building on the first edition, each chapter now includes a section focusing on practical advice to help readers activate key insights in their work.

The book’s premise — that the thought processes and patterns ethnographers develop through their practice have strategic value beyond consumer insights — remains...