Summary & Critique about Article the Science of Desire

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100). Even if ethnographers find something, it also needs designers and engineers to make products or services to fit it. This process is not easy, even the findings cannot transmit into products and service. Second, ethnographers’ research usually takes a long time, and the result from using the findings needs long time to come out...
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The author gave five advises to do ethnography right. First, “Think Big Thoughts”. Companies should used ethnography in big and broad questions, not in small and detailed ones. Second, “Due Diligence”. Companies should use the right consultants for their projects...
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Ethnography Ethnographic research comes from the discipline of social and cultural anthropology where an ethnographer is required to spend a significant amount of time in the field...	1 / 271