Research methods

The Times has published a short article on observational research aka ethnography – mainstream corporations such as Nokia and consultancies such as IDEO are using ethnography to help drive their product/service/innovation processes. “I’ve got a fair idea of what you’re carrying in your pockets,” Jan Chipchase says, somewhat ominously. “I spend a lot of time rooting around in people’s bags. And fridges.” So goes the opening gambit of a self-described “professional, authorised stalker”. Employed by Nokia, the largest mobile phone maker, he tracks human behaviour around the world to help to design the phones of the future.” Read more here

Tagged as: Ethnographic research