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Companies are beginning to rocefus their priorities. Ethnography is helping companies focus more on the customer rather than simply finding ways to make their employees more productive. Anthropologists are the leading people in ethnographic research. Ethnography is becoming far more valuable than focus groups, surveys, and demographic data because it allows companies to see their customers’ unarticulated desires where they live and work. Companies such as IDEO, Jump Associates, Doblin Group, IBM, Steelcase Inc., and Intel have all changed their path to designing a product. They have hired more anthropologists and claimed ethnography as one of their leading contributors to new product designs. Not all companies are using ethnography to create a new product, but rather to simply improve and existing one. For example, IDEO was hired by Marriott to study the ethnography of business people having meetings in their lobbies. IDEO found that the hotels had proper facilities for large parties, but not small groups ...

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