The American Institute of Graphic Arts (AIGA), in collaboration with the consulting firm Cheskin, has produced a simple and straight-forward primer introducing and detailing the crucial role that ethnography plays in product design and innovation.

Keren Solomon, strategic director in Cheskin’s Experience Design Studio, was kind enough to mail me a copy.

The guide promotes ethnography as an important design methodology and explains the value it can provide to business. In other words, the ideal document to show to clients or decision makers who are thinking about pursuing an ethnographic approach but are not fully convinced yet.

Download Ethnography Primer (pdf, 4 mb, 31 pages)