Ethnographic Research

“What people say, what people do, and what they say they do are entirely different things.”

-Margaret Mead

 
Ethnography is a study by direct observation of the users in their real-life environment. The objective of this type of research is to understand how users interact with the product in their natural environment.
 

The objective of ethnographic research

Ethnography is a research method that intends to understand the interaction of the person with the product, with the natural environment and with other people. This research method provides an in-depth insight into the user’s behaviour and actions.

Ethnographic methods include direct observation, diary studies, video recordings and analysis of objects that the person uses regularly. Observations can be made anywhere depending on the project requirement. The study can be done at the user’s workplace, their home, or while they out with other people.
 

Contextual Interviews

Contextual interviews involve a researcher interacting with the user as they are going through their regular daily tasks. The interviews are held in a natural environment so that it does not feel too formal. The researcher observes the user going about their routine tasks and ask questions to gauge the context of use better.
 

Why conduct ethnographic research?

• Ability to see how users interact with the product in their real-life environment
• Identify unexpected issues that might go unnoticed in usability tests
• Opportunity to test new ideas before they are released in the market to see what the response is like
• Discover new opportunities and help set the strategic direction for new products