How do you find a Serious context of use??
Kanjun (paraphrased): Idea-seeking is less powerful than context-seeking
Ethnography/fieldwork can be considered "context immersion", but it isn't normative. It's not intended for toolbuilders/people who want to be constructive about their environments.
How does this relate to IDEO's design thinking practice, and where do its shortcomings intersect with context-seeking as an active process?
Domain-expert consulting firms are often the only effective ones; like engineering, architecture, or cartography.