Ethnography Alone Cannot Generate Transformative Insights

Consumer anthropology offers such refreshing insights into the marketplace, re-humanizing the relationship between people, things and stores in very profound and moving ways. This movement also has helped stores get their noses out of spreadsheet and theories and keep their eye on the customer experience.Whether in-store or online, this ethnographic sensitivity has positively been leveraged to optimize the present experience or redeem oversights and chokepoints of history. This type of insight begins by taking an objective snapshot of the experience, detaching and seeing how to make them rela

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I have to strongly concur with the author Michael Graber – ethnography just doesn’t go far enough for creating best case designs, necessary,.. yes, needed,…yes, but on it’s own insufficient for the task of creating a Minimum Winning Game for a firm (the interdependent marriage of technical – product and process, the, business case and model and the user / buyer needs addressed and made easy).  Very few firms understand how to do this, hence why there are so many failures in the NPD world.  – Just saying.

See on Scoop.itInternet of Things – Technology focus


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