Understanding and overcoming resistance to ethnographic design research

Have you ever had to convince someone about why an ethnographic approach is the right one to get information about users to drive design on a particular project? If so, you'll find the following article, by David Gilmore of IDEO, to be particularly helpful. David brings a lot of experience to this question: He has been involved in user-centered design for over 21 years, doing ethnographic design research at IDEO since 1997 and previously at Nottingham University and Apple Research Labs among others.<BR><BR>One other note: You will notice that there is a new co-editor for the Business column, David Siegel. David has been working closely with me to edit this column for some time, so although this is the first article with him in an "official" role, it is not the first time he has made his mark on the magazine. Please join me in welcoming him. --- Susan Dray