Lately, it seems the terms anthropology and ethnography are the new buzzwords for innovation in the technology industry. How has this type of research helped global organizations such as Intel, Microsoft, Apple and Adobe create better products and services?
In this interview, Kelly Goto of GotoMedia asks ethnographer Tracey Lovejoy to detail some of the ways her team’s research practice has directly integrated into the design and development cycles at Microsoft. In this interview, Tracey reveals how designers, developers, technologists and strategists in the technology field and beyond can most effectively utilize ethnographic-based research in their daily practices.