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Research, design, and development firms are actively recruiting
anthropologists and other social scientists, as ethnographic
research becomes more central to the creation of appropriate new
products, services, and marketing strategies for U.S. and global
markets. To be successful designers, professionals must learn new
processes, develop training programs, modify communication styles,
and share their methods to make their work possible. The current
volume is written by social scientists, designers, and
entrepreneurs who create new products and services. They provide
frank and insightful discussions about the opportunities and
challenges facing researchers and designers who are learning to
collaborate.
The book highlights several major topics in order to focus on
critical aspects of the industry's highly related features. It
provides background information about ethnography, decsribes and
analyzes the industry, presents case examples of working practices
and discusses emerging methodology based on three fundamental kinds
of projects (discovery, design, and evaluation). The book suggests
ways emerging design professionals can (1) improve their own
performance, (2) change the working processes of the industry
itself, (3) contribute to basic ethnographic research, and (4)
craft training programs for the next generation of
professionals.
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