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Ethnography Essentials There are several steps to accomplishing a successful ethnography study. Here are key pieces of advice for starting your own: By Brian Fletcher: In new product development, how do companies determine what the consumer truly wants and needs? Without a clear picture of how the target lives, interacts with others, uses the category and/or the products in it, it is impossible to allocate resources toward the product development process. There is nothing more frustrating than coming up with solutions to the wrong problems—but such scenarios are difficult to avoid without good, solid information about what category and/or product users want and need.

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Ethnography for Creative Development: Making the Familiar Strange The idea of using ethnography for creative development is perhaps an unconventional one, but with the right application it has the potential to yield powerful results that can serve to raise the impact of a creative piece without dampening the ideas on which it is founded. What we are not suggesting here is that ethnography replace traditional approaches. Cautious clients will probably always need the reassurance of familiar methods to push creative through and we accept that focus groups, link-testing etc have their place.

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Ethnography in Industry: Methods overview This article was contributed by PARC (Palo Alto Research Center, Inc.) as part of an ongoing series in UX Magazine. Visit the PARC website to learn more about PARC's current work and how to work with them, and to read other posts and publications by PARC scientists. It's really hard for companies to understand ethnography, even after they understand what objectives it can be used for. In this second article in our series on ethnography (you can read the first one here), I thought it might be useful to provide an overview of data collection methods (and methodologies) that ethnographers use to understand a particular population or situation of interest; while specific needs vary, for our clients the general goal is to help them address a murky problem or innovate differentiated products. Note the emphasis on data "collection" as opposed to data analysis. Observation, Observation, Observation

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