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The Role of Ethnographic Research in the Innovation Process

Learn why observation fails to get the job of needs collection done.

Researchers often conduct 30 or more ethnographic interviews to inform their company’s product innovation efforts. With videos and hundreds of pages of transcripts in hand, they think they have collected the information that marketers and developers need to conceptualize new product and service concepts that will win in the marketplace. Unfortunately, that is often not the reality.

The truth is, product teams struggle to translate ethnographic insights into a set of actionable, measurable, unambiguous need statements that will guide the actions of the organization. In this white paper, Strategyn’s founder Tony Ulwick explains why and offers a better approach.

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