São Paulo, Brazil / October 5-8
Hotel Tivoli

Tutorials

Tutorials give conference attendees access to instruction by leading global experts and the opportunity to expand their knowledge, skills and techniques. Formats range from lecture and demonstration to hands-on exercises and activities. Tutorial attendees will receive a certificate at the end of the course.

To sign up for tutorials you must be registered for EPIC2015. Tutorials are concurrent with each other and with other conference programming, so please consult the conference schedule. Conference attendees may register for up to three tutorials and EPIC Members receive one free tutorial registration in addition to 10% off conference registration.


Six Principles for Working Differently
Instructors: Martha Cotton, gravitytank & Shelley Sather

Using Language and Communication to Engage Key Stakeholders
Instructors: Hannah Calderón, Insitum

Getting Physical with Empathy!: Applying Design Research Methods to Improve Creative Teams Ability to Collaborate
Instructors: Emma Jefferies, Design Doctors & Daniela Marzavan, HTW Berlin

Data Visualization: Bridging the Gap between Data Science and Anthropology
Instructor: Anja Maerz, Future Cities Catapult

Market Matters: Ethnographic Social Media Research
Instructors: Aaron Moy, Twitter


TUTORIAL 2: Tuesday, 6 October, 11:00–12:30 & 13:30–15:00

Six Principles for Working Differently

Instructors: Martha Cotton, gravitytank & Shelley Sather

EPIC community members face a continual education loop: Helping their teams and organizations understand the value of ethnographic approaches and the value of “the ethnographer” as a team member, yet always while adapting the value they bring to the organization’s existing work flow and process. Gravitytank has developed a simple framework for “working differently,” pulling on six simple principles that drive our work everyday. We were called to codify the way we work after repeated requests from our clients—including many Fortune 500 companies—to help them work differently and in a way that better supports innovation and design thinking. This tutorial will give attendees concrete strategies for implementing these principles in their own work practice and creating change in their organizations.

Martha Cotton is a partner at gravitytank, where she helps lead research discipline and external marketing. Her career began at eLab in 1990s, and has included leadership roles at Sapient, Hall & Partners, and HLB. She has worked across a wide variety of industries as an applied ethnographer and business consultant with a variety of clients ranging from General Mills to General Motors, SCJ to J&J, and Fidelity Investments to the U.S. Department of Security. She is also adjunct faculty at Northwestern University’s Kellogg School of Management and the McCormick School of Engineering.

Shelley Sather is an independent New York-based applied ethnographer and human-centered innovation strategist. She began her research career in commodities software design, just as the analog (open-outcry) markets in Chicago were being replaced with digital solutions from outside the US. There, she developed a deep understanding of design amidst major market disruption and cultural unknowns. These niche beginnings led her to various posts across small, market-making entrepreneurial ventures and well regarded consultancies in Chicago (gravitytank) and New York (VSA Partners). She has traveled the world to develop deeply human, real-world perspectives through Qualitative, context-driven methods and design experiments – all in the name of smart, meaningful growth. Shelley has guest lectured on ethnographic research and innovation at Northwestern University’s Segal Design Institute and served on design review panels at IIT’s Institute of Design. Her favorite question right now is ‘What do you think future of [blank] should be?


TUTORIAL 4: Tuesday, 6 October, 15:00–16:30

Using Language and Communication to Engage Key Stakeholders

Instructors: Hannah Calderón, Insitum

Whether you’re building internal alignment in your organization or engaging customers, you need communications built on two-way conversations, where what matters is not carefully crafted messages but how these messages are interpreted and shaped by the communities that they are intended to reach. This tutorial will teach you how to apply methods built with a sociolinguistic lens to design thinking programs in order promote internal synchronicity. By building a shared language, organizations can ensure more effective execution of initiatives, projects and communications. In the tutorial, we will:

  • Explore a framework for understanding an organization or team’s culture
  • Learn how to identify varying interpretations of a concept or idea by applying metaphors and collective mind mapping
  • Practice reframing the conversation by tracing formal and informal channels of communication
  • Learn how to align a team or an entire organization by creating boundary objects shaped by language

Hannah Calderón is a U.S.-based sociolinguist and a member of the research and innovation team at Insitum, which was recently named one of the top 10 most innovative companies in Latin America by Fast Company. Her knowledge of language and her background in discourse analysis give her the unique ability to develop insights about perceptions and expectations that are critical in forging opportunities and business strategies for her clients. She holds a master’s degree in sociolinguistics and a bachelor’s degree in linguistics and cognitive science.


TUTORIAL 5: Wednesday, 7 October, 11:00–12:30

Getting Physical with Empathy!: Applying Design Research Methods to Improve Creative Teams Ability to Collaborate
Instructors: Emma Jefferies, Design Doctors Daniela Marzavan, HTW Berlin

In this tutorial you will develop your ability to help teams explore, prototype and reflect on existing organizational culture and structures through a set of hands-on creative empathy tools. You’ll build bridges between social theory and design research for organizational change. In addition, the audience will be the first to gain insights of a ‘Team Empathy’ tour, exploring best practices of fostering Empathy in Brazilian organizations.

Emma Jefferies is a design researcher and innovation consultant, founder of Design Doctors, and a senior associate with Design Thinkers. She holds a PhD in design and specializes in developing creative methods to help companies, governments, and NGOs co-create organizational change.

Daniela Marzavan is lecturer for Design Thinking and Human Values at the HTW Berlin and guest lecturer at the ELISAVA Barcelona. She facilitated the setup of creative co-working communities (like betahaus) in Berlin, Lisbon and North Africa, and is completing PhD at the Bauhaus-University Weimar researching the impact of Design Thinking within organizations.


TUTORIAL 6: Wednesday, 7 October, 13:30–16:30

Data Visualization: Bridging the Gap between Data Science and Anthropology
Instructor: Anja Maerz, Future Cities Catapult

This workshop offers an introduction to the best practice of data visualisation. It covers the tools, techniques and storytelling skills required to turn raw data into striking visualizations with which to explore challenges. While we will be introducing some software and programming languages along the way, this is not a training class for specific applications, but will show anthropologists how to better display their quantitative data. General computer literacy is required. Please bring a computer to work on some practical examples—you can even bring a data set that you already have in Excel to immediately make this course relevant to your research.

Anja Maerz is an Insights Expert at Future Cities Catapult and co-organizer of the popular London meet-up The Research Thing. She has extensive experience as a UX researcher and designer for clients such as Samsung Design, EE, Vodafone, Visa, and the BBC. She holds a master’s degree in cultural anthropology.


TUTORIAL 7: Wednesday, 7 October, 17–18:30

Market Matters: Ethnographic Social Media Research
Instructors: Aaron Moy, Twitter

In this tutorial you’ll gain skills to utilize social media when conducting qualitative research. We will cover both “passive” methodologies to leverage the information consumers leave behind on social media platforms (e.g., qualitative and quantitative text analysis, social media profile mining), and “active” methodologies (e.g. on- and off-platform surveys, in-depth interviews, in-home ethnographies). Focusing on privacy, culturally acceptable norms, and social media usage, we will cover social media research methods applicable to any business in any market. Examining cases from a multitude of countries allows us to delve into the cultural nuances that exists from market to market.

Aaron Moy is a user researcher at Twitter focused on international growing and country specific product research. He’s also worked at Google and Universal McCann.