Ethnography in service innovation: a multi angle lens through human, machine and virtual observation modes

This paper draws on a series of ethnographic studies conducted in different service industries and illustrates how different types of observation can be utilized in service innovation projects. We compare traditional ways of observing organizations with novel methods such as chat based team collaboration tools that enable cost effective observation 24/7 even in geographically dispersed locations. We identify benefits and challenges with each observation mode for service innovation research in particular, but also for reflective research practice and field research in general. The strengths as well as the weaknesses of applying different modes of javascript:void(0);observations will be addressed and suggestions for useful mode(s) for radical and incremental innovations will be presented.