Social scientists find story in data to attract more customers
Social scientists say that tech companies are showing an increased interest in their skills, especially with the rising importance of social networking and big data, and that their roles within those companies are changing. A report by Janet I. Tu, the Seattle Times technology reporter.
In the past few years, with the rise of social computing and social media, tech companies have come to understand that, â€œItâ€™s not enough to understand the individual user,â€ said Donald Farmer, a Seattle-based vice president of product management at QlikTech, a software company. â€œYou have to understand them in a social context.â€ […]
Tracey Lovejoy, a senior user research lead for Office, has used her anthropology training at Microsoft as a user experience researcher and an ethnographer, researching how technology is embedded in peopleâ€™s lives.
Recently, she and her team conducted a field study of about three dozen people, talking to people and observing them in their environments to understand the kinds of work they do on their tablets and how those tablets fit within their wider technology ecosystem.
One theme that emerged was that many tablet owners used their devices for more â€œcasual productivityâ€ and in more relaxed positions, such as reclining on the couch â€” information useful for future iterations of Office.
These days, Lovejoy observed, itâ€™s the researchers themselves who are more embedded into product teams, â€œbecoming more impactful, and influencing decisions at the strategic level.â€