From the click of a button to human insights: How Whirlpool EMEA found COVID-19 lockdown challenges were a blessing in disguise on their quest to bring consumers closer to their innovation process

Katharine Diamond, Alessandra Grimoldi and Lea Møller Svendsen

How the coronavirus pandemic placed creative constraints upon Whirlpool’s ethnographic research in EMEA.

Introduction to an ambitious project initiated under lockdown

COVID-19 changed how we work across the globe. To many it meant working at home rather than in enclosed office spaces, which has led employers to innovate work models and transition to hybrid or remote setups. For those working with applied ethnography, the social distancing of the pandemic did not only change the location from where to work, but also entire approaches to methods and collaborations. And while it may be a relief for many of us to finally return to the physical field, visit research participants in their context, and collaborate...

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