Think about the news these days. Often, when you hear about a company, if it’s not about a merger or earnings results, it’s about customer service issues. And especially in
“Why observe? Why not just send out a survey and ASK?” asked a frustrated coworker several years ago. She was talking about an ethnographic study we were doing which involved
Do you like Likert? Are you crazy about constant sum? Are 5-point importance scales your happy place? In survey design, scales are often used to quantify respondents’ attitudes or behaviors.
It happens. You’re humming along doing your work and *ding* a project lands in your inbox that you didn’t see coming. Not an uncommon occurrence, right? It is inherent in
Remember the old but classic awkward first date story about the person who goes on a blind date and hears “Enough about me, what do you think about me?” from
No, I’m not talking about Survivor: Market Research (how fascinating would that be!), I’m talking about ethnography. Mobile ethnography specifically. As you know, ethnography is the practice of spending time
