The document discusses the benefits of ethnographic research for design, business, and innovation. It states that taking a more ethnographic approach to understand what consumers value can lead to more competitive design. Ethnographic research involves gaining deeper insights through open-source interpretation and collaboration. Corporate ethnographers play an important role in understanding complex human issues by engaging with customers to understand their needs and desires. The document then describes ethnographic research observations of a women's rugby practice, finding a lack of hydration, energy, enthusiasm and eagerness among some of the players.

1. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- A more competitive approach to design is through a more ethnographic method to find what consumers
value most.

2. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Our linear interpretations should fill a deeper gap that will sustain a long-term innovative advancement,
seeking what's significant.

3. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Analogous cases help to approach innovation by revealing new insights, guiding us to rethink how we
interpret things.

4. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Corporate ethnographers use open-source interpretation to collaborate with other designers, business
people, innovators, consumers, and customers.

5. Design, Business, and Innovation Janel Santana
“Going Deeper, Seeing Further…”
- Corporate ethnographers will play a major role in helping companies understand complex human issues with
their engagement to understand the customers needs and desires.

6. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

7. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

8. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

9. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

10. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

11. Design, Business, and Innovation Janel Santana
Ethnographic Research Observations
• There was a lack of eagerness during warmup drills.

12. Design, Business, and Innovation Janel Santana
Ethnographic Research Observations
• One of the girls observed, didn’t show much enthusiasm to be there.

13. Design, Business, and Innovation Janel Santana
Ethnographic Research Observations
• During drills, the players seemed to be more sluggish.

14. Design, Business, and Innovation Janel Santana
Ethnographic Research Observations
• A few girls seemed to be quiet and too themselves during practice.

15. Design, Business, and Innovation Janel Santana
Ethnographic Research Observations
• A couple of girls observed, seemed to lack energy to throw the ball on the field.

16. Ethnographic Research Findings
• Through observation, there seemed to be a lack of hydration and a need for energy during rugby practice.
Design, Business, and Innovation Janel Santana