"Anthropological customer research has become popular for a good reason"

Ross Teague, Manager of Design Reseach and Senior Human Factors, Local Tech Wire

The use of anthropological principles in conducting product and customer research has become very popular of late, and for good reason. Anthropologists can be viewed as the first market researchers, and their discoveries can provide truly actionable learning.

Researchers have typically focused on the method of contextual research – that is, getting out into the customer environments to see how they really work and to interview them in their environments. A method that is often overlooked that can provide valuable insight is key informant interviewing. >> continue (updated link)