As AV development progresses, it becomes increasingly important to understand the needs of all aspects of the population who may benefit from this mobility option, especially those who may have been historically excluded from independent travel.

Business ethnography and the power of observation can provide deep insights of who people are, how they live their lives and what goals they have.

Ethnography: An exploratory research tool rooted in anthropology, with a goal of providing “rich, holistic insights into peoples’ world views and actions, as well as the nature of the location they inhabit.” (Hughes 1992).   

This topic showcases how ethnographic research can educate and inform development teams on the unique needs of target customers as well as promote empathy and drive excitement for underserved, and oftentimes, invisible people. 

• Get a better understanding of diverse user needs, prioritizing historically excluded groups for inclusive autonomous travel.
• Discover ethnographic insights into user lifestyles, goals, and perspectives for informed AV development.
• Learn how to leverage ethnographic research to understand unique customer needs, fostering empathy and excitement in autonomous vehicle design.