Unveiling the True Value of Thick Data: Innovation from Business Anthropology
Registration by 24 June at http://bit.ly/2Ilspzq
In an era dominated by the frenzy of gathering Big Data in all aspects of the institutional organizational and social lives of individuals, there is growing polarization between the strive towards quantity or quality in research and management practices.
Thick Data, an expression that originates from anthropological approaches developed by Clifford Geertz to the interpretation of cultures, is about a complex range of primary and secondary research approaches, including surveys, questionnaires, focus groups, interviews, journals, videos and so on. It is all qualitative informative materials, tools or techniques that help brands gather granular, specific knowledge about their target audience. In this way, these approaches can understand customer behaviour, analyse and adapt their marketing strategy according to consumer preferences, manage organizational change and lead the game in their industry.
This workshop brings together academic experts (from Europe and Asia) in the fields of business anthropology and sociology to discuss current research, and data-driven approaches to the application of Thick Data Analysis in management theory and practices.
12.45-13.00 Introduction by Davide Torsello (Central European University)
13.00-15.00 panel 1
Chair and discussant: Fiona Moore (Royal Holloway, University of London)
Papers: Davide Torsello (Central European University): The transmission of values in business corporations: an organizational ethnographic approach
Melinda Papp (Eotvos Lorand University): Consumer behavior in ritual consumption in contemporary Japan
Peter Lugosi (Oxford Brookes University): Ethnographic provocation and experimentation: Disruptive insights in services and consumer research
15.30-17.30 panel 2
Chair and discussant: Davide Torsello (Central European University)
Papers: Fiona Moore (Royal Holloway, University of London): The Interview as Ethnographic Event in Qualitative Business Research
Marton Rovid (Central European University): Trust and honesty: preliminary results of an ethnographic research at multinational companies in Hungary
9.30-11.00 panel 3
Chair and Discussant: Tian Guang (Shantou University)
Taran Patel (Grenoble Ecole de Management): Visual data in ethnographic research: Possibilities and challenges
Monika Balogh (Eotvos Lorand University): The main sources of conflicts at Japanese owned industrial organizations in Europe. The ‘Nihonjinron’ in practice.
11.30-13.00 panel 4
Chair and discussant: Peter Lugosi (Oxford Brookes University)
Papers: Tian Guang (Shantou University): Anthropology and Business: Towards the Chinese Characteristics
Lily Diaz-Kommonen (Aalto University): Qantified Self in the Context of Heritage