The EPIC 2010, the global conference around ethnography, will be held in Tokyo coming August. Chiho Sasaki, our President is serving as the co-chair of local committee to host this event.

The first EPIC was held in 2005 in Redmond with the goal of promoting ethnography in business practice, which has been gaining attention as a tool for innovation in product and service development arena. The sixth EPIC this year set the theme of ‘Do,’ a Japanese word depicting a body of knowledge and tradition with ethic and aesthetic, and will discuss extensively about effectiveness and issues around ethnography when applied in the real-world business.

We at infield design see ethnography as an important tool in our experience design process. Therefore we are planning to share our thoughts with as many people as possible at the conference.