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This chapter frames the research motivation, scope, and design of the dissertation. It identifies three methodological gaps in ethnographic customer experience research, establishes the constructivist ontology and interpretive epistemology underpinning the work, and introduces the Design Science Research Methodology (DSRM) as the guiding framework. The central research question asks how a method can be designed to integrate customers as active participants in both in-situ and geographically independent CX research while ensuring data integrity and participant engagement. The chapter closes with an overview of the longitudinal research design spanning seven DSRM iterations from 2008 to 2025.

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Introduction: Framing the Research and Its Significance

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  • 发表日期：

    2026年

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  • Marc Stickdorn

摘要

This chapter frames the research motivation, scope, and design of the dissertation. It identifies three methodological gaps in ethnographic customer experience research, establishes the constructivist ontology and interpretive epistemology underpinning the work, and introduces the Design Science Research Methodology (DSRM) as the guiding framework. The central research question asks how a method can be designed to integrate customers as active participants in both in-situ and geographically independent CX research while ensuring data integrity and participant engagement. The chapter closes with an overview of the longitudinal research design spanning seven DSRM iterations from 2008 to 2025.