What is ethnography and how does it aid customer understanding?
Simon does a wonderful job here describing the value of ethnography, getting past the typical arguments re: depth of understanding (where most explanations stop) to explain the enduring business value of the models of human experience that can result. But perhaps the most significant advantage of high-calibre ethnographic work is derived not from its academic legacy, but more directly from its recent history as a business tool. Most of the pioneers of applied ethnography developed approaches that were tailored to innovation, decision-making and production processes. In practice, the focus on building models is what realises an ethnographic programme’s value to a business. A model can be applied to issues that weren’t part of the original research brief, and it can be updated and extended long after the original research programme has ended.Full article: MyCustomer.com
Labels: business, ethnography
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