Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design

This article takes a look at ethnographic research in today’s marketplace and offers 10 ways to explore corporate ethnography in order to achieve deeper understanding and uncover more valuable insights.

Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design

Jane Fulton SuriIDEOSuzanne Gibbs HowardIDEO

ETHNOGRAPHY 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...

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