Structuring Qualitative Data for Agent-Based Modelling

Using ethnography to build agent-based models may result in more empirically grounded simulations. Our study on innovation practice and culture in the Westland horticulture sector served to explore what information and data from ethnographic analysis could be used in models and how. MAIA, a framework for agent-based model development of social systems, is our starting point for structuring and translating said knowledge into a model. The data that was collected through an ethnographic process served as input to the agent-based model. We also used the theoretical analysis performed on the data to define outcome variables for the simulation. We conclude by proposing an initial methodology that describes the use of ethnography in modelling.