so the association formerly known as the American Institute of Graphic Arts - aka AIGA - published "An Ethnography Primer." Its a short read - about 30 pages - but it does give a good overview of how designers and ethnographers could work well together in a design process. My red flag goes up a bit since I've seen 'ethnography' and its associated set of practices and methodologies, given short shrift in the design world. make no mistake it is a hot buzz word right now but it also seems that everyone who ever did market research now thinks that they are ethnographers. To be fair - when this primer lays out step-by-step how a designer and an ethnographer could work together, it does define clear roles for each. My fear though is that some will read this primer and rather than concludng that they should go find someone who has actually done the requisite academic piece and fieldwork - they'll simply conclude that those sound like things that they can do..and by golly, they never knew they were ethnographers. Then we get shallow insights, superficial readings and badly designed programs and products. This primer is a nice start but don't confuse it for sufficient reading.