Taking Clients Along for the Ride

In the last few years, ethnography has shifted from a novel and often misunderstood methodology to a do-it-or-die necessity in many marketers’ and product designers’ tool kits. The idea of ethnography has a logical appeal for business clients; market intelligence born from the homes and hearts of customers. It’s an ethnographer’s job to talk to […]

Notes About Observation

It’s Friday and I’m headed to the zoo with my daughters.  At the risk of being deemed a bad parent, I will say that I will no doubt be engaged in observation of the people and the activities with an anthropological perspective in mind – a hazard of the trade, no doubt.  But it has […]