In 2010 I developed DI/SECT as an ethnographic framework to help designers, marketers, and innovation teams uncover digital opportunities from their field work.
The Background
DI/SECT is a diagnostic and generative framework for marketers. It is intended for use during ethnographic fieldwork as a lens on consumer behavior. It is a tool set that makes researchers and designers more aware of the data newly available to them in the modern world.
Designers are first asked to identify data oportunities within existing behaviors. Use one or more of the five data strategies in new combinations as an aide to team brainstorming to define category breaking opportunities.
