Design ethnography is a type of field study which aims at uncovering user needs and innovation opportunities. It is a way how anthropologists can help understand the context, bringing up semantic, emotional, and social issues which may represent innovation opportunities. However, most of design ethnographies are not carried out by trained anthropologists.
Design ethnography is typically conducted by designers themselves, in ad-hoc fashion. I’m not against this simplification of ethnography, however, I suggest my design students to adopt a social theory before they start doing the study, otherwise, they might lose too much time figuring out what to study.
In my experience, Activity Theory has proved to be easy to learn and effective way to map the field. The following slides and audio recording introduces the framework with practical examples on how to organize the evidence collected in the field. This material is part of the entrepreneurship program I developed at PUCPR.