Human-centered Design requires learning people's real needs. It means moving past assumptions and engaging with people to better understand their experiences. Some of the most powerful tools in the Human-centered Design process are ethnographic interviews and other types of ethnographic research. This episode explains what these tools are and how to use them to help you gain a deeper understanding of their real needs. The results will be increased creativity and innovation. What You’ll Learn What ethnographic research means in the context of design and creativity 4 types of ethnographic tools that are helpful for solving problems creatively Tips and advice for conducting ethnographic research such as interviews, walk-a-mile, contextual inquiry, and observation. Resources IDEO.org Suri, J.F. & Howard, S.G. (2006).Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design. Journal of Advertising Research. IDEO's Design Kit Course Weekly Challenge Practice doing at least one ethnographic interview this week.