Ethnography is the branch of anthropology that deals with the scientific description of specific human cultures.

In ethnographic research, people are observed in their real environments – home, office, shopping, etc.   In this way, unmet needs and areas of opportunity can be identified by watching their behavior within their normal context. Designers can use this information to provide unique product solutions to solve real problems.  Intel studies older folks aging in place, eBay studies the behavior of sellers and what goes into product listings, collecting payment, and shipping. Samsung studies how people use digital cameras and their features.

When looking at ways to grow your business, consider using an ethnographic approach to determine the unmet needs of your customers.

© Judy Chan 2009.  All rights reserved.