An ethnography primer
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.
AIGA, in collaboration with Cheskin, has produced a simple and
straight-forward primer introducing the crucial role that
ethnography plays in designing.