For over 10 years, we have been conducting field studies with customers on behalf of technology and service companies, for example to better understand user requirements, redesign customer journeys or redefine entire innovation portfolios. Having already briefly described the approach, we have now been able to publish a detailed journal article that applies ethnographic methods to companies and their culture. Here, too, field studies prove to be an indispensable method for specifying requirements and prioritizing fields of action.
