What is Ethnography?
Essentially, ethnography involves a "walk in their shoes" or a "day in the life" study. It is a method of observing human interactions in their social, physical and cognitive environments.
Leonard and Rayport note: "(Ethnography) is a relatively low-cost way to identify potentially critical customer needs. It's an important source of new product ideas, and it has the potential to redirect a company's technological capabilities toward entirely new businesses."
Frank Spillers, "Electoral Ethnography," Demystifying Usability (blog), 27 Oct 2004. via Dey Alexander
