Ethnography applied to new product development
Elizabeth Sanders has written an article on applying ethnography to product development. To quote:
Applied ethnography is gaining widespread acceptance as a research technique. But many companies are still puzzled by it, or do not know how to use it effectively – especially in the new product development (NPD) process. This article will explain the fundamentals of this technique, and give some examples of how it has been used effectively in the NPD process by companies in recent years – and perhaps help you decide if applied ethnography is right for your latest project.