Ethnography for Product and Service Design
How to segment?
A course by EstudioRacimo , Design Consultancy
About the video: How to segment?
Overview
“In this lesson, we will tell you how to segment the target audience of a service or product, to achieve a successful ethnographic investigation.”
In this video lesson EstudioRacimo addresses the topic: How to segment?, which is part of the Domestika online course: Ethnography for Product and Service Design. Learn the basic concepts for designing based on your users' needs and expectations.
Partial transcription of the video
“How to segment? In this lesson, we are going to tell you what is it about and how segmentation is done in an ethnographic study to design. As we said in previous lessons, the use of ethnography for design does not claim scientific rigor and methodological to the letter because what we are doing is to take certain aspects of ethnography as an instrument to create with meaning and relevance for people. However, in this case which has to do with whom we will ask What we have to ask, some accuracy is required here. And it has to do with that in this human sea they see, we have to select very pr...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Ethnography for Product and Service Design
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Category
Design, Marketing & Business -
Areas
Design, Interactive Design, Marketing, Product Design, UX / UI
EstudioRacimo
A course by EstudioRacimo
Estudio Racimo is a Chilean studio made up of designers, sociologists, ethnographers, engineers, and journalists who share their creativity and common sense to do things. Their approach consists of putting users at the center and designing based on a deep understanding of them.
They have applied this process to diverse projects ranging from tourist routes to antibacterial earplugs while maintaining their philosophy that each design tells a carefully constructed story.
- 98% positive reviews (200)
- 3,344 students
- 18 lessons (3h 20m)
- 17 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
