Ethnography (from the Greek language ethnos = nation and graphein = writing) refers to the Qualitative research description of human social phenomena, based on fieldwork. Ethnography is a holistic research method founded in the idea that a system's properties cannotnecessarily be accurately understood independently of each other. Thegenre has both formal and historical connections to travel writing andcolonial office reports. Several academic traditions, in particular the constructivist and relativist paradigms, claim ethnography as a valid research method. - from wikipedia
Many companies are actually adopting this methodology in order to digg out the unmet needs and to transform these insights into innovation.
Recent article on businessweek looks useful for understanding the benefit of this research.
▶the Science of Desire
▶Do it right
Here are several useful links with related topics,
▶ Ethnography on wiki
▶ Cultural Anthropology on wiki
▶ Jan Chipchase's Blog - Researcher in Nokia's HCI group
▶ IBM's Ease of Use
▶ Putting People First - experientia's blog
▶ Creating Passionate Users
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