Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
Jane Fulton SuriIDEOSuzanne Gibbs HowardIDEOETHNOGRAPHY GOES MAINSTREAM
Design inspired by observing real people living their real lives is not new. Designers-of products, fashion, service, space, or media-have long relied upon their observation of the world to understand what will resonate with the people they want to attract. The new part is that many businesses now feel that understanding consumers in context is a competitive necessity. They value this technique as offering more texture, sophistication, and depth...