Enthnography Software

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June 19, 2006 BW Magazine Table of Contents

June 19, 2006 Inside Innovation Table of Contents

JUNE 19, 2006

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Enthnography Software

Companies need to gather and compare huge amounts of information gon consumers. The Institute of Design under Patrick Whitney and Associate Professor Vijay Kumar have developed the User Insight Tool, designed specifically for business. It relies on disposable cameras, field notebooks, and special software that teases out new understandings from consumer observations. Procter & Gamble Co. and China's Lenovo Group Ltd. have both used it.

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