Understand the Differences – Act on the Commonalities:

Using Adaptive Ethnography to Create Connections Between Emerging Trends in the Real and Online Worlds

Patrick Massey and Liz High

“I do not wish my house to be walled on all sides and my windows stuffed. I want the cultures of all lands to be blown about my house as freely as possible.” Mahatma Gandhi

Today we all live in a highly mediated culture, whether we like it or not. The Internet is more and more a protagonist in the social and emotional interactions we have on a daily basis. Since the late 1990s the notion of learning from cyber or online cultures has been a subject of great debate in the academic and research worlds but the practical application of cyber learning in businesses still remains a minority discipline.

Inspiring conversations around the practical application of virtual research techniques has largely been drowned out by the earnest industry cries of: 'But is it representative?' We say: 'Who Cares”.