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LETTER FROM THE PUBLISHER

Design Ethnography is a term that has started to flow into the technology and product industries, following a movement started by companies like ours who champion the combination of design plus research. More people-friendly than pure Ethnographic Research or Social Anthropology, we coined this term to express our desire to bridge the gap between academia, technology, and design. For years, companies like Microsoft, Intel, and Adobe have placed a high premium on the importance of understanding their customers. However, it's not enough to just get data and interviews—we need to go deeper into understanding how people really live, what their desires are hinged on, and how they integrate products and services into their lifestyles.

In this issue of the gotoreport, we look at how experts in this field are applying lifestyle-oriented thinking with a focus on ethnography. Microsoft Ethnographer Tracey Lovejoy discusses her approach towards global research as well as her real-world experiences and practices. gotomedia consultant Leigh Duncan gives us insight into the world of Converse and how the company has successfully merged their brand into the day-to-day lives of devoted brand afficionados. Columnist Dave Rogers brings us his thoughts on ethnography with his article Coming of Age in Ethnography. Finally, I share a recent posting from the gotomobile blog, Next Generation Mobile Authoring, on people-focused research and development cycles.

As always, we welcome your feedback!

Kelly Goto
Principal
gotomedia

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