view slides online   download PowerPoint file

We all want to connect with our customers. Focus groups, surveys, web usage tracking and other quantitative methods have great value. But when we want to dig deeper and get a sense of our customers in their "native habitats," ethnographic case studies are a powerful tool for engaging the customer.

In this talk, Bonnie will explain how to use ecological design, which is an expansion of ethnography, to leverage both:

• the rich local information from case studies, and
• a wider sociological perspective to take account of global realities.