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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IDEO, the world’s most famous design and innovation consultancy, has recently launched a new website for their latest project “EyesOpen”. IDEO’s “method” for designing innovative products and services is built on gaining insight and inspiration rather than improving brainstorming capabilities (see a speech by Tim Brown, CEO of IDEO, on this topic). EyesOpen is the virtual platform to share these inspirations moderated by IDEO but welcoming submissions from everyone.

IDEO believes that forward-thinking design and innovation comes from a combination of insight and inspiration, and that the greatest ideas mean very little if you can’t experience them firsthand. EyesOpen guides and tours are ongoing projects that aim to draw inspiration from culture and communities and the experiences they create, while the EyesOpen website seeks to explore emergent ideas by tying them to concrete experience.

IDEO is on the “crowdsourcing” bandwagon by inviting everyone to submit their stories and observations on certain topics.

This site is a forum for doing just that—sharing fresh experiences that are happening now, in the moment—as well as an opportunity to learn from others. It is a cross between cool hunting and cool thinking. And you are invited to join in on the fun. An eclectic combination of IDEO hosts, guest hosts, and creative and curious folks like yourselves provide the content.

The topic of next month is about aging and everyone is invited to participate:

What will happen to urban spaces, services, healthcare, exercising, nursing homes—and to society in general when 20% of the population is over 65? Will society be transformed for the better or will intergenerational conflicts mushroom? Will boomers move back to cities or stay in the suburbs? Will they retire like their parents or reinvent the notion itself?

Visit IDEO EyesOpen.

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“Design Meets Research” is an article in published by AIGA, the American Institute of Graphic Arts which discusses the challenges when market research methods are used for validating design decisions.

There is a group of brand consultants and cultural anthropologists alike that believe now that it is not the actual research itself that is the problem. It is rather about how research is often misused, what type of design concepts and stimulus are tested, and how data is analyzed that is most often at fault. When used correctly, research shouldn’t stifle creativity but rather offer designers stronger inspiration and focus.

The authors further explain the advantages and challenges of modern market research methods (ethnography, focus groups, quantitative eye tracking, online testing) and deduce 6 golden rules for market research.

1. Focus on testing communication effectiveness vs. design appeal.
2. When testing, make allowances for familiarity.
3. Market research is an art, not a science.
4. Focus on what consumers like about the brand or product first.
5. More is definitely merrier. Do not test designs in isolation.
6. Never ask consumers how they would improve a design.

Read the full article.

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BusinessWeek featured a story in 2006 about the use of ethnography to deeply understand customers. Titled "The Science of Desire" they go into details how ethnography is used in various companies to develop new products and improve services.

Companies have been harnessing the social sciences, including ethnography, since the 1930s. Back then executives were mostly interested in figuring out how to make their employees more productive. But since the 1960s, when management gurus crowned the consumer king, companies have been tapping ethnographers to get a better handle on their customers. Now, as more and more businesses re-orient themselves to serve the consumer, ethnography has entered prime time.

 

They also published a nice playbook with best practices on how to apply anthropological research in a corporate environment. (Click on image for full view)

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