Tag Archives: market research

Transparency and Secrecy

[Started working on this post on December 1st, based on something which happened a few days prior. Since then, several things happened which also connected to this post. Thought the timing was right to revisit the entry and finally publish it. Especially since a friend just teased me for not blogging in a while.]

I’m such a strong advocate of transparency that I have a real problem with secrecy.

I know, transparency is not exactly the mirror opposite of secrecy. But I think my transparency-radical perspective causes some problem in terms of secrecy-management.

“Haven’t you been working with a secret society in Mali?,” you ask. Well, yes, I have. And secrecy hasn’t been a problem in that context because it’s codified. Instead of a notion of “absolute secrecy,” the Malian donsow I’ve been working with have a subtle, nuanced, complex, layered, contextually realistic, elaborate, and fascinating perspective on how knowledge is processed, “transmitted,” managed. In fact, my dissertation research had a lot to do with this form of knowledge management. The term “knowledge people” (“karamoko,” from kalan+mogo=learning+people) truly applies to members of hunter’s associations in Mali as well as to other local experts. These people make a clear difference between knowledge and information. And I can readily relate to their approach. Maybe I’ve “gone native,” but it’s more likely that I was already in that mode before I ever went to Mali (almost 11 years ago).

Of course, a high value for transparency is a hallmark of academia. The notion that “information wants to be free” makes more sense from an academic perspective than from one focused on a currency-based economy. Even when people are clear that “free” stands for “freedom”/«libre» and not for “gratis”/«gratuit» (i.e. “free as in speech, not free as in beer”), there persists a notion that “free comes at a cost” among those people who are so focused on growth and profit. IMHO, most the issues with the switch to “immaterial economies” (“information economy,” “attention economy,” “digital economy”) have to do with this clash between the value of knowledge and a strict sense of “property value.”

But I digress.

Or, do I…?

The phrase “radical transparency” has been used in business circles related to “information and communication technology,” a context in which the “information wants to be free” stance is almost the basis of a movement.

I’m probably more naïve than most people I have met in Mali. While there, a friend told me that he thought that people from the United States were naïve. While he wasn’t referring to me, I can easily acknowledge that the naïveté he described is probably characteristic of my own attitude. I’m North American enough to accept this.

My dedication to transparency was tested by an apparently banal set of circumstances, a few days before I drafted this post. I was given, in public, information which could potentially be harmful if revealed to a certain person. The harm which could be done is relatively small. The person who gave me that information wasn’t overstating it. The effects of my sharing this information wouldn’t be tragic. But I was torn between my radical transparency stance and my desire to do as little harm as humanly possible. So I refrained from sharing this information and decided to write this post instead.

And this post has been sitting in my “draft box” for a while. I wrote a good number of entries in the meantime but I still had this one at the back of my mind. On the backburner. This is where social media becomes something more of a way of life than an activity. Even when I don’t do anything on this blog, I think about it quite a bit.

As mentioned in the preamble, a number of things have happened since I drafted this post which also relate to transparency and secrecy. Including both professional and personal occurrences. Some of these comfort me in my radical transparency position while others help me manage secrecy in a thoughtful way.

On the professional front, first. I’ve recently signed a freelance ethnography contract with Toronto-based consultancy firm Idea Couture. The contract included a non-disclosure agreement (NDA). Even before signing the contract/NDA, I was asking fellow ethnographer and blogger Morgan Gerard about disclosure. Thanks to him, I now know that I can already disclose several things about this contract and that, once the results are public, I’ll be able to talk about this freely. Which all comforts me on a very deep level. This is precisely the kind of information and knowledge management I can relate to. The level of secrecy is easily understandable (inopportune disclosure could be detrimental to the client). My commitment to transparency is unwavering. If all contracts are like this, I’ll be quite happy to be a freelance ethnographer. It may not be my only job (I already know that I’ll be teaching online, again). But it already fits in my personal approach to information, knowledge, insight.

I’ll surely blog about private-sector ethnography. At this point, I’ve mostly been preparing through reading material in the field and discussing things with friends or colleagues. I was probably even more careful than I needed to be, but I was still able to exchange ideas about market research ethnography with people in diverse fields. I sincerely think that these exchanges not only add value to my current work for Idea Couture but position me quite well for the future. I really am preparing for freelance ethnography. I’m already thinking like a freelance ethnographer.

There’s a surprising degree of “cohesiveness” in my life, these days. Or, at least, I perceive my life as “making sense.”

And different things have made me say that 2009 would be my year. I get additional evidence of this on a regular basis.

Which brings me to personal issues, still about transparency and secrecy.

Something has happened in my personal life, recently, that I’m currently unable to share. It’s a happy circumstance and I’ll be sharing it later, but it’s semi-secret for now.

Thing is, though, transparency was involved in that my dedication to radical transparency has already been paying off in these personal respects. More specifically, my being transparent has been valued rather highly and there’s something about this type of validation which touches me deeply.

As can probably be noticed, I’m also becoming more public about some emotional dimensions of my life. As an artist and a humanist, I’ve always been a sensitive person, in-tune with his emotions. Specially positive ones. I now feel accepted as a sensitive person, even if several people in my life tend to push sensitivity to the side. In other words, I’ve grown a lot in the past several months and I now want to share my growth with others. Despite reluctance toward the “touchy-feely,” specially in geek and other male-centric circles, I’ve decided to “let it all loose.” I fully respect those who dislike this. But I need to be myself.

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Ethnographic Disciplines

Just because this might be useful in the future…
I perceive a number of academic disciplines to be “ethnographic” in the sense that they use the conceptual and epistemic apparatus of “ethnography.” (“Ethnography” taken here as an epistemological position in human research, not as “the description of a people” in either literary or methodological uses.)

I don’t mean by this that practitioners are all expected to undertake ethnographic field research or that their methods are exclusively ethnographic. I specifically wish to point out that ethnography is not an “exclusive prerogative” of anthropology. And I perceive important connections between these disciplines.

In no particular order:

  • Ethnohistory
  • Ethnolinguistics (partly associated with Linguistic Anthropology)
  • Folkloristics
  • Ethnomusicology
  • Ethnocinematography (partly associated with Visual Anthropology)
  • Ethnology (Cultural Anthropology)

The following disciplines (the “micros”), while not ethnographic per se, often have ethnographic components at the present time.

  • Microhistory
  • Microsociology
  • Microeconomics

Health research and market research also make frequent use of ethnographic methods, these days (especially through “qualitative data analysis” software). But I’m not clear on how dedicated these researchers are to the epistemological bases for ethnography.

It may all sound very idiosyncratic. But I still think it works, as a way to provide working definitions for disciplines and approaches.

Thoughts, comments, suggestions, questions?


Sizing Up the Geek Crowd

Rocketboom interview with Steve Rubel

Like Delagrave and Bergeron, Rubel got it. And it goes much beyond marketing, brands, or even economy. Geeks are at the forefront of something. They have an impact. Not a direct impact on sales of a specific product. But geeks are trailblazers and, sometimes, trendsetters in the social changes which are already happening. They’re not causing the change. But they’re riding the waves of social change. Some waves will die quickly, others will carry many people to an interesting place. As in STF, creating windmills, not shelters.

This is also connected to a recent discussion I had, at a nice brewpub, with a member of Siebel Institute’s faculty. We were talking about beer geeks and their impact on craft beer sales. Not only are beer geeks like computer geeks but it turns out that there might be a clear historical relation between the Pacific Coast computer industry, the rise of latte drinking, and the craft beer revolution. As beer and coffee are among my passions, I find this link fascinating.

At any rate, this faculty member’s point was that large breweries shouldn’t care much about beer geeks as they (we) don’t drive sales of specific products. One of the main arguments here is that geeks aren’t faithful to a brand. Geeks want diversity. Beer geeks want as many different beers as possible.

It’s pretty much the same thing throughout the geek crowd. Talk about empowered “consumers”