The importance of ethnographic research

- [Host] Research and ethnography, are various research modalities tools, are one way that we can de-risk those prototypes and maybe go into it with some context and understanding about behaviors and needs of people. And I was fascinated in your book to hear this entry point where it really did not exist for quite some time. And then, there were anthropologists and folks who came in and brought these methods from other disciplines into software and product design. - [Host] Could you regale us with the tale of how that came together? - [Guest] Yeah, it's not just a tale, it's a process. - [Host] Sure, sure. - [Guest] And the kind of larger context of that process, I think is the expansion of the perimeter around what we call design. So design, you know, in the thirties it was very much about styling. And then there was the addition of serious engineering to design teams. In, I would say probably the 1980's and even the latter part of the 1980s, we began to see the expansion of that…