Think Big Thoughts

In 2006, I was interviewed by Spencer Ante at BusinessWeek for an article they called The Science of Desire.  The article focused on the ways ethnographic research was being used to shape an understanding of customers.  I was quoted in one of the sidebars (top left box in the image below).


At the time, I used to collect all the articles I found about ethnographic methods.  It was really exciting to see so much visibility for ethnographic methods in the mainstream press!  It’s hard to believe this is 12 years old, now.  I don’t want to say we take these things for granted now, but in a way we do – and it is really healthy to reflect on how times have changed.


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