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Business Week discovers Ethnography!
How nice! We all (IFTF and many of you supporting-member companies) have been conducting ethnographic research for years. In the June 5, 2006 edition of Business Week, journalist Spencer E. Ante, writes about ethnography in an article called, "The Science of Desire". [subscription required]
A Best-Practice playbook is provided:1. Think big thoughts - "The good time to use it is with futuristic research", says Natalie Hanson, SAP's Director for Business Operations2. Due Diligence - "Picking the right consultants can make or break a project"3. Start Early - "...it helps identify consumers' unmet needs"4. Sell, Sell, Sell - "managers must constantly educate others about its value"5. Build a Culture - "Organizations that have used ethnography to the greatest effect have usually made such research an integral part of their culture"
Something to look forward to for all you ethnography lovers out there: this November's Technology Horizon conference will be centered around our Global Ethnographic research.