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In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic approaches can be adapted during on-going research processes to develop rich and multiple emic/etic perspectives.

This paper is based upon the first author’s reflective experience of undertaking ethnographic field work. The discussion draws from a multi-method, longitudinal and adaptive ethnographic research design, which aimed to capture the process of new family identity formation in Sri Lanka.

Existing research gives us excellent insight into various methods used in contemporary ethnographic research and the kinds of insight generated by these methods. With few exceptions, these studies do not give significant insight into the specifics of the ethnographic research process and the adaption practice. Thus, we provide a practical example of how ethnographic insight is obtained in the research field.

Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

This paper examines the value of mobile phones in ethnographic research, and seeks to demonstrate how this particular technology can support and enhance participant observation.

Reflecting in detail on one researcher's experience of incorporating this technological device into an ethnographic study, the paper considers how new observational tools can contribute to research beyond data generation.

The study suggests that the mobile phone can be an extension of the ethnographer and act as a powerful prosthetic, allowing the researcher to translate ethnographic principles into practice.

This paper reflects on the uses of a mobile phone in an ethnographic study of young men's consumer experiences. Thus, the discussion focuses on a research site where the mobile phone holds a ubiquitous position. However, there are now more than four billion mobile phones in circulation worldwide, so whilst acknowledging important differences in research sites, this research can be seen to have wide implications beyond the study of young consumers.

The paper argues that mobile phones allow researchers to record their observations, co‐create data and share experiences with their participants in ways that enhance the quality of ethnographic interpretations and understanding.

Little research attention has been paid to how emerging technologies support the more traditional participant observer, or how researchers actually embed them within their fieldwork. This paper addresses this gap and considers the wide‐ranging role that technology can have throughout this research process.

To further develop research methodologies for multi-species ethnographic fieldwork, based on researcher's experiences with multi-species fieldwork in private wildlife conservancies in South Africa and inspired by San tracking techniques.

Reflections on methodological lessons learnt during multi-species ethnographic fieldwork in South Africa. The approach is rather “Maanenesque” in telling various types of tales of the field. These tales also implicitly show how all-encompassing ethnographic fieldwork and its accompanying reflexivity are; there is never time for leisure in ethnographic fieldwork.

That developing fieldwork methodologies in multi-species ethnographic research confronts researchers with the explicit need for and training in multi-sensory methods and interpretations, inspired by “the art of tracking” of the San.

Comes up with a concrete suggestion for a sequence of research methods for multi-species ethnography based on the trials and tribulations of a multi-species ethnographer's experiences in South Africa and inspired by San tracking techniques.

The purpose of this paper is to present grounded theory as an alternative approach for conceptualizing and modelling the consumer experience. The basic theoretical tenets of the grounded theory approach are contrasted with more traditional assumptions and methods used in consumer research.

The approach is based on qualitative methods and a series of systematic ethnographic procedures, which along with the simultaneous processes of data collection and analysis, lead to the development of an inductive derived grounded theory of the visitor experience. In order to develop a model of the interactive experience of visitors to heritage sites, case studies are conducted at three World Heritage Sites in Thailand.

The findings indicate that the grounded theory approach has the potential to reveal a rich and deep understanding of visitor experiences, including the ways that visitors interact with the site, their interpretation of the site, and the meaning of the site for them.

It is suggested that the grounded theory approach can be a valuable tool in exploring the insights and meanings of visitors' experience and could be applied to future research in consumer behaviour. There are practical implications of this kind of research for the management of heritage sites in terms of visitor expectations, interactions and interpretations.

This study has developed a model of the experience and interaction of visitors to Thai World Heritage Sites which could be applied to other heritage sites. It illustrates the theoretical and practical issues of grounded theory approach to exploration and inductive development “interactive experience” of visitors at heritage sites. This is a qualitative research approach that could be adopted for a range of experience based industries such tourism, leisure and hospitality.

There is increased social discussion of the emerging issues of opioid use, health and well-being of young adults within contemporary Asian society. The purpose of this study is to contribute new knowledge of opioid-using young adults through ethnographic perspectives of the five main cultures of Pakistan. Furthermore, it tried to explore the values of opioid users.

It is a qualitative study. Semi-structured interview and observation techniques were used to gain the participants’ information, in a non-judgmental environment. Observation and life focus history interview methodology were used for data collection. The sample consisted of 18 male opioid users (approximately three from each area including: Punjab, Khyber Pakhtoon Khah, Balochistan, Sindh, Gilgit Baltistan and Azad Jammu and Kashmir). An interview script was used in interviews after written informed consent. After the detailed interview and observation of non-verbal behaviours, the researchers analysed the data by using the content analysis of qualitative method.

The result showed that poor relationships, conflicts over property, lack of social support and family problems increased with the use of opioids by individuals. The individual’s mental health, such as hopelessness, curiosity, mistrust and lack of interest in social activities, was the major cause of opioid addiction. Moreover, peer influences and friends may also have played contributing roles in opioids use among men.

The current study added to the understanding of the relationship of different environmental, behavioural and social factors involved in developing opioid use among young individuals. The homogeneity of the sample may have weakened the generalisability of the findings of the study as all participants in the study were male.

Clinicians and allied professionals have shown a great interest in early intervention with opioid users. At the same time, there is a lack of qualitative studies exploring the lived experiences of young opioid users. That is why this study was done, to empower counsellors.

Opioids, including heroin, have strong addictive tendencies. They are easily available, particularly in unplanned urban areas of Pakistan. The present study tried to understand the lived experiences and beliefs of opioid users belonging to different cultures of Pakistan.

At the same time, there is a lack of qualitative studies exploring the lived experiences of adult opioid users. Therefore, this study presented 18 interview-based facts from the opioid users belonging to different areas of Pakistan residing in capital of Pakistan. The content of these vignettes was examined in the context of an ethnographic perspective, as it has a strong connection and contribution to drug abuse.

A methodology that combined ethnographies, including the ethnography of performance with narrative inquiry was used in a research project investigating the assessment of senior secondary Drama performance in Australia. The paper aims to discuss this issue.

After a temporal change in the research approach, it was decided that the research method needed to capture the Drama performance assessment phenomenon as it was lived and experienced.

As a result, methodological choices shifted from procedural documentation and document analysis to ethnographic observations that were able to capture the more nuanced aspects of the relationship between Drama performance and assessment, embracing tacit learning, agendas, cultures, experiences and understandings.

This paper reflects on the methodological dilemmas and choices made when studying artistic and aesthetic texts in the classroom, and poses considerations for future researchers conducting inquiries in aesthetically rich learning environments.

Conventional wisdom posits that firms in slow clockspeed industries usually favor exploitation over exploration, prioritizing the need to increase efficiency, reduce costs and invest in process improvements. However, what happens when such firms face structural changes in the long run? The authors claim that even firms in slow clockspeed industries should be ambidextrous, that is, they should develop both exploration and exploitation capabilities. Supply chain (SC) managers are key players in enabling organizational ambidexterity. This paper aims to identify the abilities that characterize the ambidextrous SC managers.

The authors collected data from an in-depth case study through ethnographic research, non-participant observation and interviews with SC managers at a Brazilian chemical firm embedded in a slow clockspeed network of clients. These longitudinal data were used to demonstrate the process of implementing new projects in an SC department.

The authors propose a set of key abilities that enable ambidexterity in SC managers for them to contribute effectively to the SC exploration and exploitation practices: a holistic yet focused view; prior experience in multiple functional areas; technical knowledge; openness towards network connectivity; openness to sharing ideas with other managers; empathy; and entrepreneurial capabilities.

This paper contributes to the SCM ambidexterity literature by bringing to light the abilities of successful ambidextrous SC managers. The seven abilities identified are discussed. The authors formulate theoretical propositions on how these abilities enable SC managers’ ambidexterity.

This study provides SC managers with the knowledge of a set of individual abilities they should develop among their SC personnel to offer a more suitable environment in their departments for ambidexterity to take place. In addition, these abilities can be used as screening criteria in personnel selection processes to increase the proportion of ambidextrous employees within the firm. The identified characteristics could also be used as recruitment criteria for managerial positions in SCM.

This research advances SC literature by studying SC managers through the lens of the organizational ambidexterity literature. Using a combination of case study, non-participant observation and ethnographic research, the authors derive a set of propositions for the characteristics of ambidextrous SC managers.

This chapter investigates sidewalk sociability and neighborhood use, by focusing on the regular encounter of a group of retired men to play cards on their neighborhood’s main street. Direct and ethnographic observations were used on one Lisbon suburban working and lower middle-classes residential district.

Sidewalk card-playing is understood as “focused gathering” (Goffman, 1971a) and this concept discloses the social organization of a public gaming held encounter and the specific rules created to regulate interactions between players and their audience. The sidewalk sociability effects produced by card-playing are interpreted as originating from “triangulation stimuli” (Lofland, 1998; Whyte, 2002) and “sociability pillar” construction (Charmés, 2006).

Card-playing encounters are discussed in detail as a practical and symbolical neighborhood-use (Blokland, 2003) enacted by an elder-men peer-group. Research underscores the relationship between the elderly peer-group members’ practices and the neighborhood’s public space appropriation, their public characters’ attributes (Jacobs, 1972) and behavior, and social construction of a sidewalk small social place. Among aged peer-group members, sidewalk card-playing accounts for an increase in social and psychological benefits, ranging from social contacts to memories self-expression, derived either from the gaming situation or from its pervasive sociability.