Includes bibliography and index.

Introduction: A Starting Place: Design Thinking and Ethnographic Thinking
1. Cultivating Curiosity--2 Expanding Awareness -- 3. Deferring Judgement -- 4. Adapting Thoughtfully-- 5. Immersing Fully-- 6. Facilitating Tactically -- 7. Documenting Diligently-- 8. Analyzing Holistically --9. Situating Intentionally-- 10. Storytelling Empathically--Conclusion.

This book argues that ‘ethnographic thinking’—the thought processes and patterns ethnographers develop through their practice—offers companies and organizations the cultural insights they need to develop fully-informed strategies. Using real world examples, Hasbrouck demonstrates how shifting the value of ethnography from simply identifying consumer needs to driving a more holistic understanding of a company or organization can help it benefit from a deeper understanding of the dynamic and interactive cultural contexts of its offerings. In doing so, he argues that such an approach can also enhance the strategic value of their work by helping them increase appreciation for openness and exploration, hone interpretive skills, and cultivate holistic thinking, in order to broaden perspectives, challenge assumptions, and cross-pollinate ideas between differing viewpoints.