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Resistance How to persuade people of the business value of usability testing has long been a topic of conversation at any HCI conference. As a field, we have made a great deal of progress in defining the clear business case for usability. But in this article I want to consider the parallel question of how we can communicate the business case for ethnographic design research—ethnography, contextual observation, and field studies—to a skeptical audience. Ethnography faces some challenges beyond those of usability testing, partly because usability usually occurs later and has a more immediate connection to product quality. Although people…
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