Friction into Traction: A Case Study of Frictions in Strategic Ethnography

This case study highlights the transformative power of strategic ethnography in shaping frameworks that gain traction within organizations, facilitated by three frictions: research friction, analysis friction, and path-to-action friction. By embracing frictions as productive movements, we not only witnessed the profound impact of ethnographic research on the future of a product category but also experienced the convergence of previously competing divisions, fostering innovation, collaboration, and organizational growth. Through an analysis of these frictions, we distill lessons for applied ethnography and highlight the importance of embracing rather than avoiding frictions in today's business settings.