It's a little creepy to think about how some people are put into a community in order to "earn enough trust" in order to study the way it interacts, it just sounds so dishonest or sinister to me. Maybe it's because I remember that the purpose of anthropology was a tool of Imperialists in order to effectively conquer and enslave their enemies and this is just applied to companies in a way to help understand how to effectively sell to their consumer base.
But directed storytelling seems to be a good way to do ethnographic research without all the creepiness involved in earning the trust of the community and I can see how it would be useful in helping a designer understand the experience.
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