Ethnography for business: Optimizing the impact of industrial design

Design Management Review | April 1, 2004| | Copyright

Research is easily acknowledged as a staple in the design process. Not so easy is making sure designers are supported with the right kind of research. When it comes to garnering insights on consumer needs, William Reese explains how ethnography-studying people in their "natural" or "behavioral" environments-is especially accurate and productive, a methodology that, from a business perspective, is worth the investment.

"We were totally confused about this before," the lead designer said, displaying some of the new concepts. "We've been headed in the wrong direction-for something like 10 years ...

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