Foreword : Ethnography, design, and customer experience : an anthropologist's sense of it all / John F. Sherry, Jr. -- Introduction : The growing partnership between research and design / Susan Squires and Bryan Byrne -- Managing for breakthroughs : a view from industrial design / Charles Leinbach -- Behavioral scientists enter design : seven critical histories / William Reese -- Designing collaborative corporate cultures / Bryan Byrne and Ed Sands -- Collaborative work : integrating the roles of ethnographers and designers / Christina Wasson -- Team roles in the design process : living with and creating legacies that benefit design / Sally Ann Applin -- Doing the work : customer research in the product development and design industry / Susan Squires -- A client's perspective on user-centered design / George Walls -- Communicating with clients / Rita Denny -- Anthropology and industrial design : a voice from the front lines / Mark Dawson -- Semiotics as common ground : connecting the cultures of analysis and creation / Heiko Sacher -- Conclusion : Toward an integrative design discipline / Ken Friedman -- Postscript : Designing ethnography / Eric J. Arnould.