While the ethnographer is interested in understanding human behavior as it is reflected in the lifeways of diverse communities of people, the designer is interested in designing artifacts that will support the activites of these communities.
Reference: Blomberg J., Schukler D. ed., Namioka A. ed. (1993) Ethnographic Field Methods and Their Relation to Design. Participatory Design: Principles and Practices. London, Hove. Lawrence Erlbaum Associates Publishers. p. 123.