Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
The ethnography research in this presentation was completed as part of a larger brand
development project for Black & Decker. The project focus was on the creation of a new
luxury brand of door hardware. This presentation covers only a small portion of the
The research was enlightening, helping us to truly understand the designer, architect and
client interaction during the custom home building process. The project was a deep dive
into all of the nuances and emotions involved. Everything from the dynamics between
husband & wife, how the designers presented their office to the detailed interactions
between all parties involved.
The project includes three different scenarios: 1) The client leads with help from the
designer(arbiter), 2) The designer(arbiter) leads with input from the client, 3) The client
and designer(arbiter) collaborate on the project.
The information and discussions are real, taken from fieldwork, observing the interaction
of designers, architects and clients while actually developing and building a custom home.
The homes ranged from $2,000,000 to $5,000,000.
New York City
Participant Geography: Current and Previous