No longer do companies study consumers' psyches only by asking people what they think about technology and how they use it. Now they conduct observational research, dispatching anthropologists to employ their ethnographic skills by interviewing, watching and videotaping consumers in their natural habitats.

We may think we live in a digital age. But there are some things technology will never replace.

Sometimes an ethnographic inquiry will lead to new ways to use an existing technology or will generate new technologies.

Technology Quotes