《庄稼人》和《邓恩》的这篇文章探讨了在产品投放市场之前了解客户及其选择的重要性这一具体问题。另外，提供最佳设计的最佳定性方法是什么?考虑的重点是进行定性讨论并在此之后得出结论所花的时间。研究人员提出的问题是应该采取何种方法来达到最佳的工具设计(David, Dunn, 2011)。
这个报告是一个组合的经验对一个人的洞察力的原因是判断通过面试,很多的准备进入提出正确的问题,做小组讨论,一个人说他的心一个特殊设计的实际要求,工具或最终产品。当人们在一个非正式的环境中进行讨论，并通过给他们看视频、玩游戏、听音乐等来试验他们的想法，写下观察结果并做出评估，这是一种理论方法。民族志和研究设计的研究无疑是一种社会学的方法，因为人们可以在非正式的环境中近距离观察他们与陌生人的社会行为、他们的文化、传统信仰(Petra, Falin, 2010)。产品的使用取决于这些行为，因此密切研究它们对研究人员来说是很重要的。公司使用雇佣人早些时候给他们的想法在设计的产品或工具,临时雇佣他们,产品完工后它从来没有测试在同一组人因此定性的概念设计形成这样的预期的结果是一个健壮的过程设置终端用户的使用,告诉要做的更改设计。这说明这是从历史的角度发展而来的。
它是一种理论方法，利用人种学和定性过程科学来洞察人类行为，以便为生产团队提供最佳收费设计，从而使相同的设计达到消费者。研究人员花费了大量的时间和精力进入消费者的生活和日常生活。达到最佳产品的方法在于研究人员跨学科的方法和描述其自然行为和文化的人的兴趣(Sarah, Tracy, 2013)。定性设计是前期制作团队的一部分，但在不同的阶段进行，没有得到预期的产出，因此提出了定性研究的结构化设计。
The write-up by Plowman and Dunn deals with the specific issue of importance of knowing a customer and his choice before a product is launched in market for them. Also which is the best qualitative method to provide the best design? The point of consideration is the time taken to conduct the qualitative discussion and reaching a conclusion thereafter. The question asked by researchers are on the approach which should be taken to arrive at the best deign for tool (David, Dunn, 2011).
Empirical, theoretical, sociological and historical overview
This report is a combination of all, empirical for the reason the insight of a person is judged by taking interviews where a lot of preparation goes into asking the right questions, doing group discussion where a person speaks his heart to the actual requirement of a particular design, tool or end product. When people are discussing in an informal environment and experimenting with their thoughts by showing them videos, playing games, music etc., writing down the observations and making an assessment hence, it is the theoretical approach. The study of ethnography and research design is definitely a sociological approach as people are observed from close range on their social behaviour with strangers, their culture, traditional beliefs in an informal setup (Petra, Falin, 2010). The use of product depends upon these behaviours hence closely studying them is important for a researcher. Earlier companies use to hire people to give their ideas on the design of a product or tool, they were hired for temporary and after the product was completed it was never tested on the same set of people hence the idea of qualitative design came into existence so that there is a robust process to desired result from the set of end users who would use and tell the changes to be done to the design. This shows that this has evolved from historical aspects.
School of though
It is the theoretical approach using the science of Ethnography and qualitative processes to get an insight into human behaviour so that best toll design can be provided to the production team and thus the same designed reaches the consumer. A lot of time and efforts are spent by the researcher to get into the life and routine of the consumer. The approach to reach the best product lies in interdisciplinary approach of the researcher and the interest of the person to depict his natural behaviour and culture (Sarah, Tracy, 2013).The qualitative design was a part of pre-production team but it was done at different stages which did not give the desired output, hence a structured design for qualitative research was proposed.
Ethnography is the study of people and their cultures. It is basically a detailed and systematic study of human beings from sociological point of view in an informal environment (Keith, Goffin. and Fred Lemke, and Ursula Koners., 2010).