A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD RESEARCH. OFTEN CALLED THE “WAR-ROOM”, I SUBMIT THAT THIS TOOL IS AS IMPORTANT TO RESEARCHERS AS THE SCREENER, PROTOCOL, CAMERA AND NOTEBOOK AND IS A VITAL COMMUNICATION AND THOUGHT TOOL FOR ETHNOGRAPHERS, TEAM MEMBERS AND CLIENTS. THE WAR-ROOM IS A 3-DIMENSIONAL INFORMATION AND STORY-TELLING FRAMEWORK THAT IS BOTH A WORK/COLLABORATION SPACE AND A VITAL COMMUNICATION ROOM FOR COLLEAGUES AND CLIENTS. THIS SPACE IS AN ON GOING “DELIVERABLE” THAT COMMUNICATES NOT JUST OUR WORK, BUT WHO WE ARE, OUR PROCESS AND EVEN OUR COMPANY BRAND. CLIENTS OFTEN DEMAND PROJECT CHECK-INS AND UPDATES THAT GO BEYOND MERE WRITTEN REPORTS AND TEMPLATED PRESENTATIONS. THEY WANT TO SEE REAL PROGRESS AND INITIAL FINDINGS. THE WAR-ROOM IS A GREAT DEVICE FOR THESE PURPOSES. 

1. THE ART OF WAR-ROOM
A FRAMEWORK FOR A BETTER ETHNOGRAPHIC TEAM SPACE

2. WITH WHOM ARE WE AT “WAR”?

3. THE ELEPHANT IN THE WAR-ROOM...
THE ETHNOGRAPHIC TEAM-WORK-ROOM IS THE UNSUNG HERO OF FIELD
RESEARCH. OFTEN CALLED THE “WAR-ROOM”, I SUBMIT THAT THIS TOOL IS AS
IMPORTANT TO RESEARCHERS AS THE SCREENER, PROTOCOL, CAMERA AND
NOTEBOOK AND IS A VITAL COMMUNICATION AND THOUGHT TOOL FOR
ETHNOGRAPHERS, TEAM MEMBERS AND CLIENTS.
THE WAR-ROOM IS A 3-DIMENSIONAL INFORMATION AND STORY-TELLING
FRAMEWORK THAT IS BOTH A WORK/COLLABORATION SPACE AND A VITAL
COMMUNICATION ROOM FOR COLLEAGUES AND CLIENTS. THIS SPACE IS AN
ON GOING “DELIVERABLE” THAT COMMUNICATES NOT JUST OUR WORK, BUT
WHO WE ARE, OUR PROCESS AND EVEN OUR COMPANY BRAND. CLIENTS
OFTEN DEMAND PROJECT CHECK-INS AND UPDATES THAT GO BEYOND MERE
WRITTEN REPORTS AND TEMPLATED PRESENTATIONS. THEY WANT TO SEE REAL
PROGRESS AND INITIAL FINDINGS. THE WAR-ROOM IS A GREAT DEVICE FOR
THESE PURPOSES.

4. 10 RULES FOR GOOD WAR-ROOM

5. 1. DEMAND A WAR-ROOM
WRITE IT INTO PROJECT PLANS AND STATEMENTS OF WORK. SOCIALIZE THE
CONCEPT INTERNALLY.

6. 2. COMMUNICATE
COMMUNICATE THE WAR-ROOM CONCEPT AS A KEY DELIVERABLE JUST AS YOU
WOULD A CUSTOMER-JOURNEY, PERSONA, ECOSYSTEM, EXPERIENCE MODEL
AND ETHNOGRAPHIC REPORT.
SHOW EXAMPLES, BENEFITS AND BUILD IT VISUALLY INTO PROJECT PROPOSALS
AND YOUR COMPANY CREDENTIALS.

7. 3. PLAN AND SHAPE THE BATTLEFIELD
PLAN THE WAR-ROOM AS A SPACE THAT EXISTS ON THE CLIENT SITE. THOUGH
TEAM WORK-SPACES OFTEN EXIST AT OUR OWN OFFICES, THE POWER OF A
WAR-ROOM IS THAT IT EXISTS AT THE CLIENT SITE AND CLIENTS CAN VISIT AND
INTERACT WITH THE SPACE AND MATERIALS WHEN WE ARE NOT PRESENT.
TEAM-ROOMS ARE FOR US IN THE OFFICE; WAR-ROOMS ARE FOR US AND THE
CLIENT, IN THEIR REALM.

8. 4. BUILD A FRAMEWORK
BUILD A FRAMEWORK FOR THE WAR-ROOM. CREATE A SENSE OF ORDER.
DESIGNATE CERTAIN SPACES FOR KEY ACTIVITIES, DELIVERABLES IN PROGRESS,
STATUS, BACKGROUND MATERIALS.
LABEL SECTIONS OF WALL SPACE, WHITEBOARDS, ETC WITH EASY-TO-READ AND
UNDERSTAND LABELS THAT WILL GUIDE VISITORS THROUGH A STORY. LABELS
LIKE “WHO ARE WE TALKING TO” ARE MORE HUMAN THAN “USERS” FOR
INSTANCE.

9. 5. BRAND THE SPACE
BRAND THE WAR-ROOM AS YOUR OWN. DEDICATE SOME SMALL AMOUNT OF
SPACE FOR TEAM BIOS (WITH PHOTOGRAPHS) SO CLIENTS CAN SEE YOU EVEN
WHEN NOT THERE.
PLACE BUSINESS CARDS AND COMPANY COLLATERAL IN A USEFUL PLACE SO
CLIENTS AND CLIENT COLLEAGUES CAN SEE WHO IS WORKING THERE, HOW
OFTEN THEY ARE THERE AND HOW THEY MAY CONTACT YOU.

10. 6. REFRAME THE METAPHOR
REFRAME AND PUBLISH. THINK OF THE WAR-ROOM AS A LIVING DOCUMENT
AND OVERTLY OR SUBTLY KEEP A “PUBLISHING SCHEDULE” WHERE CERTAIN
PROJECT ELEMENTS ARE UPDATED AND REPLACED.
DON’T CROSS-DATES OFF A CALENDAR LIKE YOU ARE IN PRISON. CELEBRATE
TIME, CALENDARS, MILESTONES AND MEETINGS.

11. 7. DESIGN FOR HUMANS
DESIGN A SPACE THAT IS USEFUL, COLORFUL, VISUAL AND WELL-LIT. BRING
YOUR OWN WELL-DESIGNED LAMPS. THIS SPACE SHOULD FOCUS AND INSPIRE
CREATIVITY.
BRING AND PROUDLY DISPLAY YOUR TEAM CARE AND FEEDING TOOLS LIKE
AIRBORNE, TYLENOL, ALTOIDS, GUM, ETC.
DON’T BE ASHAMED TO ALWAYS HAVE TREATS (HEALTHY OR OTHERWISE) ON-HAND
FOR THE TEAM AND FOR THE CLIENT.
BE A GRACIOUS GUEST AND TEAM LEADER.

12. 8. DEMONSTRATE PASSION
DEMONSTRATE YOUR PASSION FOR THE CLIENT AND THEIR BRAND BY
POPULATING THE SPACE WITH CLIENT MATERIALS, PRODUCTS, PHOTOS,
EPHEMERA, SCREENSHOTS, ETC.
DOCUMENT THE SPACE AND SHARE THE PHOTOS WITH YOUR CLIENT SO THEY
CAN BETTER TAKE CREDIT FOR BEING THE AWESOME SMART CLIENT WE LOVE.

13. 9. RESPECT THE SPACE
RESPECT THE SPACE. YOU ARE A GUEST. KEEP IT CLEAN – ALL THE TIME. BE
JUDICIOUS WITH FOOD AND JACKETS AND BAGS.
BE CLEVER WITH EXTRA POWER CORDS, ETHERNET CABLES, PAPER, OFFICE
SUPPLIES AND USB STICKS.
KEEP THE CORDS MANAGED USE WELL-DESIGNED HUBS AND GADGETS.
DON’T BE CHEAP. DON’T LOOK CHEAP.

14. 10. SHOW UP
BE THERE.
USE THE SPACE FOR MEETINGS, UPDATES, BRAINSTORMS AND CONFERENCE-CALLS.
GO ALL IN OR DON’T GO.

15. 1
1
2
3
4
2
3
4
ORIENTATION
• PROJECT DESCRIPTION & OBJECTIVES
• TEAM BIOS - CONTACT INFO
• CLIENT SPONSOR INFO
• BUSINESS CARDS
• COMPANY COLLATERAL
• CLIENT COLLATERAL, PRODUCTS
• BACKGROUND MATERIAL - CLIENT MISSION
• RESEARCH VENDOR INFORMATION
TIME
• CALENDAR
• PROJECT PLAN
• STATUS UPDATES
PEOPLE
THINKING
• FIELD WORK SCHEDULE
• TRAVEL PLANS
• HOLIDAYS/VACATIONS
• ANYTHING RELATED TO CUSTOMERS
• PERSONAS
• CUSTOMER ANALYTICS
• FIELD RESEARCH PHOTOS
• RESEARCH OBSERVATIONS
• COMPETITIVE LANDSCAPES
• POST-IT NOTE CITY
• FRAMEWORKS
• SYNTHESIS & ANALYSIS
• IDEAS AND INSIGHTS
• SKETCHES
• IMPLICATIONS
• EXAMPLES/ANALOGIES
THE ROOM SETUP FRAMEWORK

16. 1
1
2
3
4
2
3
4
ORIENTATION
• PROJECT DESCRIPTION & OBJECTIVES
• TEAM BIOS - CONTACT INFO
• CLIENT SPONSOR INFO
• BUSINESS CARDS
• COMPANY COLLATERAL
• CLIENT COLLATERAL, PRODUCTS
• BACKGROUND MATERIAL - CLIENT MISSION
• RESEARCH VENDOR INFORMATION
TIME
• CALENDAR
• PROJECT PLAN
• STATUS UPDATES
PEOPLE
THINKING
• FIELD WORK SCHEDULE
• TRAVEL PLANS
• HOLIDAYS/VACATIONS
• ANYTHING RELATED TO CUSTOMERS
• PERSONAS
• CUSTOMER ANALYTICS
• FIELD RESEARCH PHOTOS
• RESEARCH OBSERVATIONS
• COMPETITIVE LANDSCAPES
• POST-IT NOTE CITY
• FRAMEWORKS
• SYNTHESIS & ANALYSIS
• IDEAS AND INSIGHTS
• SKETCHES
• IMPLICATIONS
• EXAMPLES/ANALOGIES
THE ROOM SETUP FRAMEWORK

17. 4. THINKING
3. PEOPLE
2. TIME 1. ORIENTATION
• PROJECT DESCRIPTION & OBJECTIVES
• TEAM BIOS - CONTACT INFO
• CLIENT SPONSOR INFO
• BUSINESS CARDS
• COMPANY COLLATERAL
• CLIENT COLLATERAL, PRODUCTS
• BACKGROUND MATERIAL - CLIENT MISSION
• RESEARCH VENDOR INFORMATION
• POST-IT NOTE CITY
• FRAMEWORKS
• SYNTHESIS & ANALYSIS
• IDEAS AND INSIGHTS
• ANYTHING RELATED TO CUSTOMERS
• PERSONAS
• CUSTOMER ANALYTICS
• FIELD RESEARCH PHOTOS
• RESEARCH OBSERVATIONS
• COMPETITIVE LANDSCAPES
• CALENDAR
• PROJECT PLAN
• STATUS UPDATES
THE ROOM SETUP FRAMEWORK
• FIELD WORK SCHEDULE
• TRAVEL PLANS
• HOLIDAYS/VACATIONS
• SKETCHES
• IMPLICATIONS
• EXAMPLES/ANALOGIES

18. TOOLS WAR-ROOM HELPERS

19. SUNSHINE
VERILUX.COM
NOTHINGS SAYS “WE’RE EXCITED
TO STAY LATE AND ORDER DINNER
AGAIN” THAN 6,000 LUX OF
ARTIFICIAL LIGHT.
HAPPYLIGHT® 6000 SUNSHINE
SUPPLEMENT LIGHT SYSTEM

20. ARCHIVE.ORG
WWW.ARCHIVE.ORG
“WEBSITES NEVER DIE... THEY
MUST BE KILLED.”
THANKS TO ARCHIVE.ORG YOU HAVE
ACCESS TO YEARS WORTH OF OLD WEBSITES
FOR COMPELLING COMPETITIVE REVIEWS
AND WAR-ROOM EYE-CANDY.

21. SPEZIFY
WWW.SPEZIFY.COM
NEED TO SPIFF UP A WALL?
GET ON SPEZIFY.COM AND CREATE
INSTANT MOOD-BOARD INSPIRATION ON
THEMES, TOPICS, BRANDS AND CONCEPTS.
CAREFUL, SOMETIMES NSFW.

22. POLAROID POGO
WWW.POLAROID.COM
GO AHEAD. SHOW OFF!
CLIENTS LOVE GADGETS AND ADMIT IT, SO
DO YOU. GET THOSE ETHNOGRAPHIC
PHOTOS UP FASTER WITH A PORTABLE BLUE-TOOTH
ENABLED POLAROID INSTANT
PRINTER.

23. ELECTRO MAN
AMAZON.COM
IF YOU CAN MAKE POWER CORDS
LOVABLE, THEN YOU WILL BE A
WAR-ROOM LEADER!
YOUR TEAM WILL LOVE YOU FOR YOUR
ATTENTION TO DETAIL. IT TRULY IS THE
LITTLE THINGS IN LIFE.
KIKKERLAND UL01 ELECTRO MAN 4-PLUG MULTI-OUTLET

24. HELP
HELPINEEDHELP.COM
WE ARE WAY BEYOND GENERIC
IBUPROFEN IN THE WAR-ROOM OF
TOMORROW.
SHOW YOUR TEAM LOVE AND COMPASSION
FOR THE LONG DAYS AHEAD WITH A
CREATIVE FOCUS ON REMEDIES, BROMIDES
ELIXIRS, LINIMENTS, POTIONS, TONICS AND
TINCTURES. SUNDRIES ARE YOUR FRIEND.

25. MORE HELP
CDC.GOV/FLU
“THERE IS NO FLIGHTING IN THE
WAR-ROOM!” PRESIDENT MERKIN MUFFLEY, DR. STRANGELOVE 1964
UNLESS... YOU ARE FIGHTING THE FLU.
ENSURE, CAJOLE, IN-CENT YOUR TEAM TO
GET A FLU SHOT. HAVE SOME “ANTI-ANTIGEN
TEAM MEMBERS? TOO BAD. MY
WAR-ROOM, MY RULES. OVERKILL? YES!

26. EXAMPLES THE GOOD , BAD AND INSPIRATIONAL

27. SOMEWHAT FAIL

28. VERY FAIL

29. EPIC FAIL

30. JUST SAD FAIL
THE ROAD TRIP WAR-ROOM

31. KINDA LIKE

32. VERY LIKE

33. FEAR
THE MANAGEMENT COCKPIT

34. AGAIN WITH THE FEAR
MORE MANAGEMENT COCKPIT - THAT’S INTECH
NOT INITECH BY THE WAY

35. VIRTUAL FAIL
VIRTUAL WAR-ROOM

36. THE REAL DEAL

37. THE ULTIMATE

38. CONTACT:
ROBERT MURRAY
SAPIENTNITRO
RMURRAY@SAPIENT.COM
FLICKR.COM/ROBERTNMURRAY
LINKEDIN.COM/IN/ROBERTMURRAY
TWITTER @ROBERTNMURRAY
FACEBOOK.COM/ROBERTMURRAY
GPLUS.TO/ROBERTNMURRAY
VIMEO.COM/ROBERTNMURRAY
SLIDESHARE.NET/RMURRAY

39. ETHNO...?
ETHNOGRAPHY...?
PRECISELY CAPTAIN. ETHNOGRAPHY.
MY PASSIVE ANALYTICS DATA GATHERING
SENSORS AND METHODS, PRESENTED TO
ME IN CALMING BLUE-TINTED LIGHT, CAN
NOT DISCERN THE TRUE INTENTIONS OF
THE PARTICIPANTS ON RIGEL 3. PERHAPS
IT WOULD BE BEST TO SEND AN
ETHNOGRAPHIC AWAY-TEAM MADE UP
OF EXPENDABLE RED-SHIRTED CREW?