ethnographic design

{ Design's Ethnographic Turn written by Andrew Blauvelt} found in Design Observer

“Ethnography vividly identifies people's pain points'and guides the way towards solutions. For example, the obvious solution to improve the morning commute is a cup holder.” But the"obvious solution”to improve the morning commute may be not adding a cup holder to the left side of the steering wheel, but actually shortening it. What we need isn't just an ethnography about observing people typecast in roles as consumers, but to ask the important questions that give that kind of research itself cultural significance and professional legitimacy in the first place.

The example he used in the essay: An Ethnography Primer by AIGA