Daily life, not markets: customer-centered design

Daily life, not markets: customer-centered design

Kumar, Vijay, (2007)

DEVELOPMENT - Faster, cheaper, deeper user research - Western companies hoping to bring their products to new markets in Asia are well aware of the research that needs to be done into local cultures before any launch can take place. But focus groups and surveys don't go deep enough, and traditional ethnography can be expensive. Fortunately, the Institute of Design has found a third method.

Kumar, Vijay, (2003)

Daily life, not markets : customer-centered design

Kumar, Vijay, (2007)