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10102041010203 EthnographyBrett E. Trusko
Introduction Ethnography is an element of anthropology dealing with the systematic study of cultures and human behavior. Conventionally, anthropologists would spend time studying or observing patterns of human behavior. Today, ethnography has become a consumer research method for uncovering unspoken customer needs or to gain insights into customer desires for specific positive experiences. Given the growing demand for innovation, the role of exciting user experiences in the success of new products, and the role of design innovations in making user-frien…
Praveen Gupta, MSEE; Brett E. Trusko, Ph.D., MBA,: Global Innovation Science Handbook. Ethnography, Chapter (McGraw-Hill Professional, 2014), AccessEngineering Export