An Ethnography of Direct-to-Consumer Genomics [DTCG]: Design Anthropology Insights for the Product Management of a Disruptive Innovation

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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 … continued below

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vii, 152 pages

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Artz, Matthew August 2018.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by the UNT Libraries to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 707 times, with 17 in the last month. More information about this thesis can be viewed below.

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  • Artz, Matthew

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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.

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vii, 152 pages

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  • August 2018

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  • Sept. 26, 2018, 6:16 p.m.

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  • Aug. 26, 2021, 2:44 p.m.

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Artz, Matthew. An Ethnography of Direct-to-Consumer Genomics [DTCG]: Design Anthropology Insights for the Product Management of a Disruptive Innovation, thesis, August 2018; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc1248393/: accessed May 29, 2023), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

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