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DEF: the systematic and immersive study of human cultures. In anthropology, ethnographic researchers
spend years living immersed in the cultures they study and record. Ethnographic interviews take the spirit of this type of research and apply it on a micro level. Rather than trying to understand behaviors and social rituals of an entire culture, the goal is to understand the behaviors and rituals of people interacting with individual products. (About Face 3 The Essentials of Interaction Design, Cooper)

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