AIGA, the American Institute of Graphic Art, in collaboration with Cheskin, published a primer on ethnography and its role in design.

Great design always connects with people. Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, designers need to have compassion and empathy for their audiences. Designers need to understand the relationship between what they produce and the meaning their product has for others. And they need to observe the people they are designing for in their own environments.

Ethnography informs design by revealing a deep understanding of people and how they make sense of their world. Ethnography is a research method based on observing people in their natural environment rather than in a formal research setting. When ethnography is applied to design, it helps designers create more compelling solutions.

The guide also introduces guidelines how ethnographers and designers can work together to incorporate ethnography into the design process.

Read more or download the primer directly [pdf].

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