Ethnographic interviews guide design of ford vehicles website
Lori Anschuetz, Stephanie Rosenbaum · 2003
This case study describes ethnographic interviews with vehicle buyers to learn how they make purchase decisions. The research was conducted for J. Walter Thompson (JWT), the digital design agency of the Ford Division of the Ford Motor Company; the authors faced challenges of tight schedule, limited budget, and difficulties in finding suitable participants. We nevertheless obtained valuable data that helped JWT refine the Ford Vehicles website.