Ethnography as a tool 

 Background Challenge : 

 One of the leading manufacturing companies initiated a project “ More to Life ” in their townships . The   objective of the project was to create – an urban and modern “ quality ” life experience for employees and   the families living in the township . The townships are typically in the rural part/ up country locations ,   where access to main cities may be difficult sometimes .   The township are designed for harmonious living   with nature , work and community like a cultural hub for the residents of the township . Facilities like Club   house with Digital theatre , Multigenerational Park , Housing with Ample Parking space for vehicles ,   Medical facility including telemedicine , schools , Young Managers Accommodation , Shopping arcade with   hang out joints , temple , etc . were provided for . We thought we provided best of both worlds to our   employees- everything an urban lifestyle can provide along with the benefits of living in rural India i.e.   closer to nature , low cost of living , better work life balance etc . 

 I was a bit surprised to see a trend of a gradual dip in the engagement levels of employees living in the   townships . The underlying theme was “ We do n’t think we are cared for ” .   Our first reaction was the   temptation to provide more of everything that was already provided but at an emotional level there was   also this unsaid disbelief - what more can we provide ? I realized we asked ourselves the wrong question ,   we moved from “ What more can we provide ? ” to understand “ What Care means to them ? ” in the first   place . This quest was instrumental to my decision to adopting ethnography and particularly “ Journey   Mapping ” as my primary tool of diagnosis . 

 Application : 

 I started with secondary research where I connected with psychologists and sociologists to understand   the concept of “ Care- as a Human Need . The factors influencing one ’s belief of being cared for/ about .   Understand the difference of how “ Care ” is interpreted differently in diverse geographies , generations   and cultures and the impact it has on productivity . Based on the secondary research I create my approach   note to design journey mapping and other projective tools . ( Given the magnitude and complexity of the   assignment , we realized we needed a team of psychologists and trained researcher to do the journey   mapping ) 

 We started journey mapping by shadowing representative population ( employees across levels and age ,   their spouse , children and elderly parents ) throughout the day . The objective was to understand a day in   life of _ _ _ _ _ ( Employee , spouse , children and elderly parents ) . Each individual was shadowed for 5 days   consecutively . We started spending time with each individual from 6:00am to late evening 8:30p.m . We   assured them the confidentiality in the process . Their activities , challenges , pressures , fears , demands   were documented . At the end of each day all of us shared our observations , debated and summarized our   findings . The findings were then projected on chart papers only daily basis . 

 We also in parallel conducted short diagnostics workshops where , for the children we used projective   techniques like Draw an Ideal Township and then we asked them to highlight what was missing in the   current township they were currently living . With adults we used one - on - one interviews ( structured   interviews ) to understand the day to day challenges . At the end of the entire exercise we created personas   for each of the population with their needs , challenges and fears . 

 Insight and Approach 

 Wow what a revelation this exercise was ! The biggest insights was both the parties understood Care   Differently- We as employer assumed ‘ providing infrastructure and latest facilities for their comfort was   Caring ” But as an employee , the same was perceived as an entitlement and therefore a hygiene factor .   Based on their inputs we categorized their needs into 2 broad areas : - Hard Care ( for e.g. infrastructural   changes like better connectivity with main cities- frequency of the public transport was very poor , or   medical facilities – Doctors on Call etc . ) and Soft Care- emotional needs . This soft care stumped us- for   e.g. one of the townships due to geographical reasons was divided into upper and lower colony . Accidently   it was realized ( through journey mapping ) that all the senior official stayed in the Upper colony and the   lower colony employees thought this was by design . It is in this situation we realized how much perception   plays a critical role in “ feeling of being cared for ” . Everything that was happening in the upper colony was   assumed and perceived by lower colony to be of superior quality like Dairy products , fruits , vegetables   etc . provided . 

 We also figured given each life stage and roles our employees are playing their needs are different . For   e.g. the fresh graduates wanted a fast paced more active life for example places to go for clubbing or   informal young places to hangouts . There was a need to meet new people beyond work colleagues which   is townships can be a difficult proposition . There was also a perception that responsibilities of grades at   workplace was also extended to personal lives . Any social gathering the Head of the units and his wife   were always the guest of honor or always had the last word . This can be intimidating and limiting at some   points . 

 Based on these observations and insights , we created a customized solutioning for e.g. ensures the same   vendor provided groceries to both colonies . The solutions ranged from introducing youth related   entertainment facilities or increased avenues for inter townships interactions etc . We also had common   discussion with stakeholder to identify feasible solutions to the problems wherever we thought we could   not provide solutions the employees and their families were accommodative of the current situations . At   the end it truly turned out to be a CARE Project . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Ethnography as a tool 

 Background Challenge : 

 One of the leading manufacturing companies initiated a project “ More to Life ” in their townships . The   objective of the project was to create – an urban and modern “ quality ” life experience for employees and   the families living in the township . The townships are typically in the rural part/ up country locations ,   where access to main cities may be difficult sometimes .   The township are designed for harmonious living   with nature , work and community like a cultural hub for the residents of the township . Facilities like Club   house with Digital theatre , Multigenerational Park , Housing with Ample Parking space for vehicles ,   Medical facility including telemedicine , schools , Young Managers Accommodation , Shopping arcade with   hang out joints , temple , etc . were provided for . We thought we provided best of both worlds to our   employees- everything an urban lifestyle can provide along with the benefits of living in rural India i.e.   closer to nature , low cost of living , better work life balance etc . 

 I was a bit surprised to see a trend of a gradual dip in the engagement levels of employees living in the   townships . The underlying theme was “ We do n’t think we are cared for ” .   Our first reaction was the   temptation to provide more of everything that was already provided but at an emotional level there was   also this unsaid disbelief - what more can we provide ? I realized we asked ourselves the wrong question ,   we moved from “ What more can we provide ? ” to understand “ What Care means to them ? ” in the first   place . This quest was instrumental to my decision to adopting ethnography and particularly “ Journey   Mapping ” as my primary tool of diagnosis . 

 Application : 

 I started with secondary research where I connected with psychologists and sociologists to understand   the concept of “ Care- as a Human Need . The factors influencing one ’s belief of being cared for/ about .   Understand the difference of how “ Care ” is interpreted differently in diverse geographies , generations   and cultures and the impact it has on productivity . Based on the secondary research I create my approach   note to design journey mapping and other projective tools . ( Given the magnitude and complexity of the   assignment , we realized we needed a team of psychologists and trained researcher to do the journey   mapping ) 

 We started journey mapping by shadowing representative population ( employees across levels and age ,   their spouse , children and elderly parents ) throughout the day . The objective was to understand a day in   life of _ _ _ _ _ ( Employee , spouse , children and elderly parents ) . Each individual was shadowed for 5 days   consecutively . We started spending time with each individual from 6:00am to late evening 8:30p.m . We   assured them the confidentiality in the process . Their activities , challenges , pressures , fears , demands   were documented . At the end of each day all of us shared our observations , debated and summarized our   findings . The findings were then projected on chart papers only daily basis . 

 We also in parallel conducted short diagnostics workshops where , for the children we used projective   techniques like Draw an Ideal Township and then we asked them to highlight what was missing in the   current township they were currently living . With adults we used one - on - one interviews ( structured   interviews ) to understand the day to day challenges . At the end of the entire exercise we created personas   for each of the population with their needs , challenges and fears . 

 Insight and Approach 

 Wow what a revelation this exercise was ! The biggest insights was both the parties understood Care   Differently- We as employer assumed ‘ providing infrastructure and latest facilities for their comfort was   Caring ” But as an employee , the same was perceived as an entitlement and therefore a hygiene factor .   Based on their inputs we categorized their needs into 2 broad areas : - Hard Care ( for e.g. infrastructural   changes like better connectivity with main cities- frequency of the public transport was very poor , or   medical facilities – Doctors on Call etc . ) and Soft Care- emotional needs . This soft care stumped us- for   e.g. one of the townships due to geographical reasons was divided into upper and lower colony . Accidently   it was realized ( through journey mapping ) that all the senior official stayed in the Upper colony and the   lower colony employees thought this was by design . It is in this situation we realized how much perception   plays a critical role in “ feeling of being cared for ” . Everything that was happening in the upper colony was   assumed and perceived by lower colony to be of superior quality like Dairy products , fruits , vegetables   etc . provided . 

 We also figured given each life stage and roles our employees are playing their needs are different . For   e.g. the fresh graduates wanted a fast paced more active life for example places to go for clubbing or   informal young places to hangouts . There was a need to meet new people beyond work colleagues which   is townships can be a difficult proposition . There was also a perception that responsibilities of grades at   workplace was also extended to personal lives . Any social gathering the Head of the units and his wife   were always the guest of honor or always had the last word . This can be intimidating and limiting at some   points . 

 Based on these observations and insights , we created a customized solutioning for e.g. ensures the same   vendor provided groceries to both colonies . The solutions ranged from introducing youth related   entertainment facilities or increased avenues for inter townships interactions etc . We also had common   discussion with stakeholder to identify feasible solutions to the problems wherever we thought we could   not provide solutions the employees and their families were accommodative of the current situations . At   the end it truly turned out to be a CARE Project .
### Output: 