Technography / ethnography in the real world

Discusses ethnography in the technology sector. The benefits of ethnography over traditional qualitative research are discussed, as are the challenges faced in conducting ethnographic research, including respondents, objectives, stakeholders, samples, control, analysis and dissemination.

Technography / ethnography in the real world

Judith Staig and Rose TomlinsGfK NOP, United Kingdom


The desire to become a truly 'customer centric' organisation lies at the heart of many company mission statements. The ability to align new product...

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