Charles Schwab web case study - redefining the user experience through ethnography and personas

This paper describes the benefits of ethnography to market researchers in the context of a case study.

Charles Schwab Web Case Study

Redefining the User Experience through Ethnography and Personas

Lisa BertelsenLisa Bertelsen Consulting, United States.


Ethonography (sometimes referred to as “field study”) is a technique that has been practiced for over a century, primarily by anthropologists. In the past 25 years or so, market researchers began using this research tool. As with many types of research, the end goal of ethnography is to approximate reality as closely as possible, with little interference from the researcher.

Ethnography, unlike many qualitative techniques, involves direct observation of the...

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