Do You Dig Up Dinosaur Bones? Anthropology, Business, and Design

IF YOUR organization is entering multicultural markets, then Judy Tso may provide an explanation for why you'll want an anthropologist on your design team. She suggests several reasons this kind of research is more important today than in decades past. She also defines the nature and perspective of “ethnographic study,” summarizes its usefulness to managers, and discusses attitudes and approaches that facilitate the best results.