"This is an extremely valuable book for beginning students of ethnography, graduate students in cultural anthropology and sociology, and practitioners who apply ethnography to real-world issues and commercial ventures. Through closely reported, finely-crafted, wide-ranging, and richly illustrative cases, Jay Hasbrouck demonstrates how well-designed and executed ethnographic fieldwork coupled with anthropologically-informed thinking can generate uncommon insight."
Robert J. Morais, Principal Emeritus of Weinman Schnee Morais Inc. and Adjunct Professor at Columbia Business School, USA

"Anyone who is engaged in business or tech innovation should read this book"
Ian Smith, Director, Being Guided, UK (Reviewed on Medium)

"Hasbrouck has deftly curated the history of anthropology and design thinking paradigms into an applied method of 'Ethnographic Thinking'. Today, curiosity, awareness, and flexibility are often consultancy buzz words used in sales strategies, customer centricity and organizational adaptation experiments. However, Hasbrouck smartly moves our exploration of a theoretical method to a practical mindset for powerful and relevant innovation and creativity practices. The "Ethnographic Thinking" approach expands the design thinking practice to include the social dynamics and interactions in the context of cultural viewpoints and assumptions."
Karen S. Walch, Emeritus, Thunderbird School of Global Management, USA