Ryan Campbell
Tools and sites to help with designing online user experiences
What Is Ethnography? Ethnography seems to have acquired a new cachet in the last decade. It appears practically everywhere in business and consumer research: it's the new marketing buzzword, a must-have in a designer toolkit, a short-hand reference to qualitative research. Everyone speaks of "ethnography" as a straightforward people-watching, people-studying tool.
Partnering with a marketing firm can create a powerful alliance. But it can also be a challenging process that leads to disappointment, frustration and second guessing. I have witnessed too many companies test for the wrong qualities during their review.
