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EPIC Advancing the Value of Ethnography EPIC promotes the use of ethnographic principles in the study of people and social phenomena. We are dedicated to providing practitioners, businesses, and partner organizations with access to the best practical ethnographic expertise from around the world. By illuminating the arc of social change through theory and practice, we can create better business strategies, processes and products, as well as enhance and simplify people’s lives in a digital age. EPIC is committed to the view that theory and practice inform one another and that the integration of rigorous methods and theory from multiple disciplines creates transformative value for businesses. The annual EPIC conference brings together a dynamic community of practitioners and scholars concerned with how ethnographic thinking, methods and practices are used to transform design, business and innovation contexts. Presenters and attendees come from technology corporations, product and service companies, a range of consultancies, universities and design schools, government and NGOs, and research institutes. Our annual conference submissions go through a double blind-peer review process. The final EPIC2014 proceedings will be published by Wiley Blackwell and on epicpeople.org. EPIC is a 501(c)(3) incorporated in the state of Oregon Intelligences epicpeople.org/intelligences Search, read, share, comment, provoke—EPIC Intelligences offers ongoing engagement with a decade of tightly curated, expert content. Produced by the thriving community of EPIC people who are building and advancing ethnographic praxis, this collection includes all peer-reviewed conference papers since 2005, keynotes, and conversations, with more multimedia content to come. Board of Directors Connect President epicpeople.org Maria Bezaitis, Intel [email protected] Treasurer @epicpeople_org Alex Mack, Pitney Bowes facebook.com/epiconference Secretary Ken Anderson, Intel Affiliate Organizations The National Association for the Practice of Anthropology (NAPA) is pleased to welcome you to this tenth annual Ethnographic Praxis in Industry Conference. NAPA is a section of the American Anthropological Association and supports the work of practicing anthropology by helping practitioners refine their skills, develop their careers, and market their services. www.practicinganthropology.org Lenora Bohren – President Tim Wallace – Past President John Massad – President-elect Lisa Henry – Secretary Kevin Preister – Treasurer Inga Treitler – Governing Council; EPIC Liaison Carla Guerron Montero – Governing Council Chad Morris – Governing Council David Himmelgreen and Satish Kedia – Editors, Annals of Anthropological Practice American Anthropological Association, the primary professional society of anthropologists in the United States since its founding in 1902, is the world's largest professional organization of individuals interested in anthropology. We are proud to be an EPIC sponsor again this year. 2300 Clarendon Blvd, Suite 1301, Arlington, VA 22201 phone +703.528.1902; fax +703.528.3546; www.aaanet.org Monica Heller, University of Toronto – President Alisse Waterston, CUNY – President-Elect Margaret Buckner, Missouri State University – Secretary Edmund Hamman, University of Nebraska – Treasurer Bernard Perley, University of Wisconsin-Milwaukee; Alex Barker, University of Missouri; Niko Besnier, University of Amsterdam; Elizabeth Briody, Cultural Keys, LLC; A Lynn Bolles, University of Maryland; David A. Himmelgreen, University of South Florida; Sandra L. Lopez Varela, Universidad Nacional Autónoma de México; Fran Mascia-Lees, Rutgers University-New Brunswick; Karen Williams, CUNY Graduate Center; Karen Nakamura, Yale University; Cheryl Mwaria, Hofstra University; Ida Susser, Hunter Coll, CUNY Rayna Rapp, New York University; Ramona Perez, University of California, San Diego; Mark Aldenderfer, University of California-Merced Conference Co-Chairs’ Welcome Welcome to New York City. This city has been a site of possibilities ever since it was founded as a liberal colony in the New World, a destination where ‘different’ people of multiple origins and backgrounds could start anew. Embracing diversity at its core, New York has grown into a ‘City of the World,’ welcoming multitudes of people, cultures, values and ideas. Proximity to different Others launched new relations and thoughts that would not have been possible in a homogenized environment. At the heart of New York lies exchanges of power, but also dreams, ideals and, of course, disillusions, engendered by its longstanding and complex interface with business, culture and practice—from the Rockefellers to the New York Stock Exchange to the World Trade Center to the Freedom Tower. New York City epitomizes EPIC because both cultivate dynamic exchange by bringing together diverse appeals and fostering global values. Our aim this year is to bring business values closer to the center of EPIC discussions. In hosting the conference at Fordham’s Center for Positive Marketing, in the heart of a business school, we encourage critical reflection on the various kinds of value exchanges EPIC enables. Like EPIC, the Center for Positive Marketing seeks positive value exchange in relationships—between consumers and corporations, management and employees—and promotes fostering this relationship for mutual benefit to all. Both organizations seek to create values with all those with whom we engage, whether in industry, academia or other institutions. Creating value and fostering value exchange encapsulate our theme this year. When we team EPIC with business, we ask not only ethnographers but also consumer researchers and practitioners in fields from the social sciences to design, engineering, and business: What are the positive values and relations in your world that can lead to new beginnings and new possibilities, or reestablish and re-strengthen old ties? How can positive relationships create new value in the things, places and people with whom ethnographers encounter and engage in their practice and theory? One hundred years ago Simmel noted that value motivates and sustains exchanges between two or more distinct parties. For business professions today, including EPIC, this value is a central part of their raison d'être. Value is a concept and practice that also creates movement, requiring continual adjustments and change, so that if one party gains or looses value at the expense of the other, both must relationally adjust to keep the equation going. Similarly, at EPIC we constantly seek value in practice with our clients and our community of professionals, academics and students. We continually try new things, invite new speakers, and expand our program to create value and new values for ourselves and others. This year we offer an Authors’ Space to introduce our community to relevant new authors. We draw our Student Colloquium into our main program so that, as students express new thoughts and ideas, practitioners can also learn from this rising generation. EPIC moves and adjusts to take new concepts, practices and members into its community, with ideas both accepted and controversial. We strive to push the envelope by inviting speakers, panelists, workshops and salons that complement our community but also challenge us. Movement prevents stagnation. These qualities of value exchange and seeking value in others lie at the heart of the EPIC community. EPIC adapts and changes to whom we relate, what we offer, and where we generate and receive dynamism. We look forward this year to forming new relations with people we meet, gaining fresh ideas from interacting with others, and learning from this site of inspiration. Thanks for making EPIC 2014 an exciting exchange for all. A special thanks to our local supporters for their energy and stamina through the long organizational process and to the entire program committee for their passionate work in helping put together a stellar program. We also thank the extended body of reviewers who conscientiously evaluated submissions and provided valuable feedback to authors. We also extend our deepest gratitude to the EPIC board members, who were highly supportive this year. We are grateful to the sponsors who made EPIC2014 possible and whose support of our work reflects their deep commitment to creating value and value exchange: Intel, Microsoft, Sapient Nitro, Facebook, Steelcase, Google, Gemic, IJLM, Moment, Motorola, ReD Associates, Pitney Bowes, AAA, AnswerLab, Convo, MCT Daishinsha, IBM, ITT Institute of Design, Spotify, Claro Partners, Fujitsu, GravityTank and Insitum. We extend special thanks to Fordham University and the Center for Positive Marketing for hosting EPIC. We acknowledge the ongoing support of the American Anthropological Association and the National Association for Practicing Anthropologists for their contributions. EPIC has never looked better, stood stronger, or embraced more collective good will and enlightened thought. We are grateful to be a part of it. Timothy and Rogério Timothy de Waal Malefyt, Fordham Business School Rogério de Paula IBM Research Conference Organization EPIC2014 Co-Chairs Timothy de Waal Malefyt, Fordham Business School, NYC Rogério de Paula, IBM Research Brazil Conference Support Sponsors: Kathy Baxter, Google Design + Communications: John Payne, Moment Local Organizer: Linda Purcell, Fordham Business School, NYC Paper Committee Martha Cotton, gravitytank; Rita Denny, Practica Group, LLC; Patricia Ensworth, Harborlight Management Services LLC; Antonella