• An Ethnography Of Direct-To-Consumer Genomics (DTCG): Design Anthropology Insights For The Product Management Of A Disruptive Innovation

    Author(s):
    Matt Artz (see profile)
    Date:
    2018
    Subject(s):
    Anthropology, Applied anthropology, Genealogy, Innovation, User experience
    Item Type:
    Thesis
    Institution:
    University of North Texas Libraries, UNT Digital Library
    Tag(s):
    dna, DNA Testing, Genetic Genealogy, genetics, ux
    Permanent URL:
    http://dx.doi.org/10.17613/8r83-sc37
    Abstract:
    Direct-to-consumer genomics (DTCG) health testing offers great promise to humanity, however to date adoption has lagged as a result of consumer awareness, understanding, and previous government regulations restricting DTCG companies from providing information on an individual's genetic predispositions. But in 2017 the broader DTCG market which also includes genealogical testing demonstrated exponential growth, implying that DTCG is starting to diffuse as an innovation. To better understand the sociocultural forces affecting diffusion, adoption, and satisfaction, qualitative ethnographic research was conducted with DTCG genealogy and health consumers. The data was qualitatively analyzed using thematic analysis to understand the similarities and differences in beliefs, attitudes, intentions, and mediating factors that have influenced consumers. Design anthropology theory and methods were used to produce ethnographically informed insights. The insights were then translated into actionable product management and business strategy recommendations.
    Metadata:
    Status:
    Published
    Last Updated:
    3 weeks ago
    License:
    All Rights Reserved
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