World-renowned design and innovation firm IDEO uses first-hand observations to inform and inspire its work. As it did with the groundbreaking observational primer Thoughtless Acts?, IDEO once again brings its instructive methods to bear on the world around us, this time with an eye toward the inherent but unheralded presence of modern engineering. By observing the built environment we walk through every day the often-overlooked details of buildings and roads, the joinings and interfaces of our infrastructure we can learn to see the world as engineers do, and adapt this perspective to critical thinking. Through simple pictures of how objects and environments behave over time, Everyday Engineering invites anyone in creative fields, business, and design to see the world through IDEO's eyes.

Doing Anthropology in Consumer Research is an essential new guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research—from coffee in Bangkok and boredom in New Zealand to computing in the United States—using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.

2008 Silver Award Winner, Architecture Category, Independent Publisher Book Awards. and Winning entry, General Trade Illustrated Category, in the 2008 New England Book Show sponsored by Bookbuilders of Boston.

This is a book that students of architecture will want to keep in the studio and in their backpacks. It is also a book they may want to keep out of view of their professors, for it expresses in clear and simple language things that tend to be murky and abstruse in the classroom. These 101 concise lessons in design, drawing, the creative process, and presentation—from the basics of "How to Draw a Line" to the complexities of color theory—provide a much-needed primer in architectural literacy, making concrete what too often is left nebulous or open-ended in the architecture curriculum. Each lesson utilizes a two-page format, with a brief explanation and an illustration that can range from diagrammatic to whimsical. The lesson on "How to Draw a Line" is illustrated by examples of good and bad lines; a lesson on the dangers of awkward floor level changes shows the television actor Dick Van Dyke in the midst of a pratfall; a discussion of the proportional differences between traditional and modern buildings features a drawing of a building split neatly in half between the two. Written by an architect and instructor who remembers well the fog of his own student days, 101 Things I Learned in Architecture School provides valuable guideposts for navigating the design studio and other classes in the architecture curriculum. Architecture graduates—from young designers to experienced practitioners—will turn to the book as well, for inspiration and a guide back to basics when solving a complex design problem.

Semiotics is the theory of signs. Signs are amazingly diverse: from simple road signs that point to a destination, to smoke that warns us of fire, to the culturally-conditioned symbols buried within art and literature. Our reading of signs is very much a part of everyday life. Yet semiotics is often perceived as a mysterious science. This introductory book decodes the mystery of semiotics using visual examples instead of abstract theory.

Divided into 75 key semiotic concepts, each section of the book begins with a single image or sign, accompanied by a question that invites us to interpret what we are seeing. Turning the page, we can compare our response with the theory behind the sign. In this way, we actively engage in creative thinking. Read straight through or dipped into regularly, this book provides practical examples of how meaning is made in contemporary culture.

From IDEO, the global innovation and design firm responsible for such landmark products as Apple's first computer mouse, comes a primer in the observation method that keeps their practice human-centered and ever ingenious. People unconsciously perform ultraordinary actions every day, from throwing a jacket over a chair back to claim the seat, or placing something in the teeth when all hands are full. These "thoughtless acts" reveal the subtle but crucial ways people behave in a world not always perfectly tailored to their needs. Thoughtless Acts? is a collection of dozens of (often humorous) snapshots capturing such fleeting adaptations and minor exploitations. This method of observation demonstrates the kind of common-sense approach that can inspire designers and anyone involved in creative endeavors. Thoughtless Acts? is a privileged peek at how IDEO creates the people-friendly products, services, and spaces for which they are so widely recognized.

Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas. Hy Mariampolski, author of Qualitative Market Research: A Comprehensive Guide (Sage, 2001) again takes readers on a voyage of discovery in Ethnography for Marketers. These two companion works are essential guides for marketers seeking rich insights into their customers’ thoughts and behaviors.

Most people know a nerd when they see one but can't define just what a nerd is. American Nerd: The Story of My People gives us the history of the concept of nerdiness and of the subcultures we consider nerdy. What makes Dr. Frankenstein the archetypal nerd? Where did the modern jock come from? When and how did being a self-described nerd become trendy? As the nerd emerged, vaguely formed, in the nineteenth century, and popped up again and again in college humor journals and sketch comedy, our culture obsessed over the designation.

Mixing research and reportage with autobiography, critically acclaimed writer Benjamin Nugent embarks on a fact-finding mission of the most entertaining variety. He seeks the best definition of nerd and illuminates the common ground between nerd subcultures that might seem unrelated: high-school debate team kids and ham radio enthusiasts, medieval reenactors and pro-circuit Halo players. Why do the same people who like to work with computers also enjoy playing Dungeons & Dragons? How are those activities similar? This clever, enlightening book will appeal to the nerd (and antinerd) that lives inside all of us.

Doing research can make all the difference between a great design and a good design. Most experienced designers would quantify this "legwork" with the term research. By engaging in competitive intelligence, customer profiling, color and trend forecasting, etc., designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. Although scientific and analytical in nature, research is the basis of all good design work. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research, and how to apply it to design work. As designers embrace research methodologies, they share a common vernacular with their clients, and establish respect as idea people. In an increasingly crowded marketplace, embracing research practices will ensure a continued viable role for designers in business. No other books address this issue for student and professional graphic designers. Books on how to do research are usually aimed at writers, business marketers, and scientists. The ability to execute effective research methods is as important to a career in graphic design as the ability to build a grid or layout a page. Understanding the needs of the client and the client's market are essential components of creating value.

Ethnography isn't a prescribed set of methods - it's a methodology that acknowledges the complexity of human experience and the need to research it by close and sustained observation of human behavior. In this comprehensive yet highly compact introduction, Karen O'Reilly introduces the reader to the technical, practical and philosophical issues that arise when employing traditional and innovative research methods in relation to human agents. It invites the reader to engage in reflexive and creative research that draws critically and creatively from the full range of qualitative methods.
Using case studies of students' work to illustrate the dilemmas and resolutions that an ethnographic researcher may encounter, this textbook guides the reader from the initial design and planning stages through to the analysis and writing-up. It explores the historical and philosophical foundations of ethnographic research and goes on to cover a range of relevant topics such as participant observation, qualitative interviews, (focus) group interviews and visual data collection and analysis.

Designed primarily for undergraduates, this book incorporates complex methodological debates which will also engage more experienced researchers, perhaps coming to ethnography for the first time.

There is no single methodology for creating the perfect product—buy you can increase your odds. One of the best ways is to understand users' reasons for doing things. Mental Models gives you the tools to help you grasp, and design for, those reasons. Adaptive Path co-founder Indi Young has written a roll-up-your-sleeves book for designers, managers, and anyone else interested in making design strategic, and successful.