by: Idris Mootee

Here is an interesting post on ethnography (This Blog Sits at the Intersection of Anthropology and Economics). Grant McCracken identifies some of the key success factors for an ethnographer:

- humility, empathy and patience

- the ability to draw a respondent in to the interview

- the ability to identify the best approach at any given moment (aka working well on the fly)

- the ability to "shift frame" to see the significance of what the respondent is saying; this reminds me of the point I am always making about how context can inspire customer insights

- the ability to follow up and drive the intellectual inquiry without losing your place or failing to be in the moment and listen

These are good insights that every designer, usability strategist and creative director can use.

(Image: Social Technologies)

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