We Define “Quality Without a Name”
To company executives

Changing from CEO (Chief Executive Officer) to DEO (Design Executive Officer)

There is one thing we can say to you: your employees’ words and moreover your “intuition and instinct” are more powerful than existing business principles, marketing theory, a consultant’s perfect business strategy or a marketer’s precise or accurate market forecast. There are people who have good intuition (immediate insight, foresight). It is not a learned skill or specialty that replaces the role of the research and planning departments. Please use design ethnography to fuel their skill into a power that can transform and innovate your enterprise.

To everyone in the research and marketing department

Moving from “small, hard, round” surveys to “large, soft, sharp” surveys 

Design Ethnography opposes the types of research used to gather proof, and gradually integrates logical processes such as current data analysis, backup of a strategy and/or observation for verification of results after launching a new service and/or product.

It is no longer attractive to share traditional research results as common understandings, which are “small (= narrow down customers and market)”, “inflexible (= support the correctness of a strategy and a plan)”, and ”round (=improve based on verification results.) Design Ethnography is useful when you want your team to get involved in a project from the beginning, to solve issues by using their own sensibilities, talents and expertise, and to use “big,” “flexible” and “sharp” facts as a guideline of a business promotion.

To everyone in strategic planning, design and development department

Changing from experts to generalists

It is no longer an age where engineers and designers create “a new product/service” by going through a lot of pain, but an age where they, in collaboration with others, contribute to creating “new value for customers” by looking for potential needs. In order to put this into practice, it is just as important to be both experts and generalists who design and create whole projects and systems, who overlook the entire development process as well as build highly motivated teams.

Design Ethnography will contribute to drawing such a mindset from your team and enable your company to play a central role in creating new innovations.


Company Profile


Business contents: visual type survey, analysis and consulting services using visuals, audio, graphics

1. Planning, production, management of commercial design (graphics, video, product, store interior and exterior, signage, package, logo, etc.), business consulting

2. Consultation, research design and implementation, and analysis on domestic and international marketing, design, or trends

3. Education on design and marketing, planning and implementation of seminars and training, publication preparation

4. Support corporate related PR activities (PR, IR), planning projects and products derived from such activities

5. Character production, logo development, business licensing, manual preparation, goods planning, sales, retail and service management

6. Rental of equipment and operation of equipment related to images, video and audio, sales and planning of associated products, production, rental, sales


Trademark: Design Ethnography (Registration No. 5818517)

Trademark classification: 35th class, 41st class, 42nd class (or Class 45, Class 41, Class 42)

Established/Founded: December 5, 2014

Address: Cesar Meguro 407, Shimomeguro 1-2-22, Meguro-ku, Tokyo-to, Japan 153-0064


U R L :designethnography.com

Director/Design Ethnographer SHIGEKI Yamamoto

1978 Born in Kobe, Hyogo, Japan

2002 BA, School of Design and Architecture, Nagoya City University

2002 Joined Basic Creative Inc.

2004 Joined Link and Motivation Inc.

2006 Joined Itochu Fashion System, Co., Ltd.

2010 Founded RINKAKU Inc., Director

2014 Founded DESIGN ETHNOGRAPHY Inc., Representative Director

© 2014-2020 by DESIGN ETHNOGRAPHY ,Inc. 

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