No longer do companies study consumers' psyches only by asking people what they think about technology and how they use it. Now they conduct observational research, dispatching anthropologists to employ their ethnographic skills by interviewing, watching and videotaping consumers in their natural habitats.

Katie Hafner

About Asking Companies Conduct Consumers Employ How Interviewing Longer Natural Now Only People Research Skills Study Technology Think Use Watching

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Unlike most divorced parents, whose interactions are confined to the topic of the kids, people still sharing a house have to talk about clogged sinks and moth infestations.

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'Unexpected Legacy' reports the findings of the California Children of Divorce Study, which began in 1971, a year after the nation's first no-fault divorce law was imposed in California. Wallerstein was the principal investigator on the study.

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In 1990, Howard Friedman and Leslie Martin, two psychologists at the University of California, Riverside, embarked on a research project within a research project, seeking answers to the question, 'What makes for a long life?'

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Freedom is not of use to those who do not know how to employ it.

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New technology is not good or evil in and of itself. It's all about how people choose to use it.

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