I specialise in taking teams of designers, psychologists, usability experts, sociologists and ethnographers into the field. It's called 'corporate anthropology,' but personally I'm more comfortable with 'design research,' because I'm not an anthropologist by training.

In this quote, Jan Chipchase, a designer and researcher known for his work in human-centered design, explains his approach to understanding consumer behavior and improving design through multidisciplinary collaboration. He brings together a team of designers, psychologists, usability experts, sociologists, and ethnographers to gather insights directly from the field. This approach, which he refers to as corporate anthropology, allows him to better understand how people interact with products and services in their daily lives.

Chipchase clarifies that, while the process may resemble anthropology in its focus on studying human behavior and culture, he feels more comfortable calling it design research. This distinction is important because, as he notes, he is not formally trained as an anthropologist, despite using similar methods to ethnographers and anthropologists. The term design research better reflects his focus on gathering actionable insights for improving design, particularly in the context of corporate product development.

The mention of corporate anthropology highlights the blending of social sciences and design thinking in Chipchase’s methodology. By including diverse perspectives from multiple fields, he aims to understand the full context of how people experience and use products. This cross-disciplinary approach ensures that the products and services designed are not just functional but deeply aligned with the users’ needs, behaviors, and cultural contexts.

Ultimately, Chipchase's approach is a reminder that successful design is not just about aesthetics or technology but about understanding the human experience. His work shows how combining research from different disciplines can provide a more comprehensive understanding of users, resulting in designs that are more intuitive, effective, and responsive to real-world needs.