Ethnography is a branch of Anthropology studying human, their behavior and culture. In its development, ethnographic information about society is actually beneficial to produce products whose design meets public taste. â€œThe success of production and marketing of a product with particular design is the result of comprehensive ethnographic information that is gained through field research by using ethnographic research method,â€ said the professor of Cultural Anthropology Faculty of Cultural Sciences, Universitas Gadjah Mada (UGM), Prof. Dr. Heddy Shri Ahimsa Putra, M.A., M.Phil., in Ethnography Design Workshop 2010 at University Club, Friday (19/3). This workshop was followed by 90 students from many universities such as UGM, University of Indonesia (UI), Bandung Institute of Technology (ITB), Diponegoro University (UNDIP), Surabaya Institute of Technology (ITS), and Sebelas Maret University (UNS).
The professor said that the ethnographic research for a particular product will reveal various public needs and taste that will be beneficial or relevant in producing product with particular design. â€œEthnography that is resulted through ethnographic research will give detailed information about the patterns of use and social trust that are always considered and taken into account, if people want their particular product to be accepted by others,â€ he explained.
The similar opinion was also delivered by the product design UGM's expert from Mechanical and Industrial Engineering Department, Ir. Alva Edy Tontowy, M.Sc., Ph.D., that each product is designed intentionally to fit the need of the user. Information about user's real needs and wants can be accomplished through ethnography method because the setting is natural,â€ the expert said.
The expert also explained the six steps to design a product, such as determining mission, identifying needs, determining specification, making design concept, making final concept, applying for patent and Intellectual Property Rights.
Meanwhile, Amalia E. Maulana, Ph.D., the Director of Etnomark Consulting, said that the rapid change of information technology has created new media that change consumerâ€™s behavior. To interpret the information about consumer behavior to media selection and how to deliver message more effectively, each company should understand the characteristics of the media in order that their budget and planning can be more efficient.