Ethnographic insights from a technical inspection company case

Within the IMPACT Erasmus+ project, the researchers collaborated with leading European companies dedicated to sustainability-oriented innovation (SOI) as part of their strategy. Through a series of 9 ethnographic field interviews in an inspection company and their analysis, the project group elicited six ethnographic insights on cultural tensions and values-action gaps for putting SOI strategies into practice. These were described using the following structure: First, they described each insight, summarising it with a title and a short statement, and illustrated it with a statement the participants could have used to get to the point of the insight, using the structure of desire (we want), values (so that) and conflict (but) for each phrase. Second, they described the insight and provided empirical evidence from the respondent profiles supporting the insight and its aspects. Third, they summarised the lessons learned from the insight and the respondents' propositions on how to address it. Finally, in a "Related concepts from the literature" section, they explained how their insights contribute to open questions in the literature.