Using Consensus Analysis to Measure Cultural Diversity in Organizations and Social Movements

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Abstract
Consensus analysis, a technique developed in cognitive anthropology for analyzing structured interview data, produces three useful results: (1) a measure of the degree of agreement among informants about a domain of knowledge, belief, or practice; (2) the “culturally correct” information about that domain according to the pooled answers of the informants; and (3) a score for each informant representing that person’s knowledge of the domain. Consensus analysis is not just for high-agreement domains, however. This article explores a typology for conceptualizing diversity in low-consensus domains, including (1) weak agreement, (2) turbulent, (3) subcultural, and (4) contested domains, using case study examples from an English social movement, a Scottish high-technology firm, and a Scottish business support and training organization. The typology helps measure and interpret diversity and change within organizations and social movements.