Ethnography

Research
What is Ethnography Research

• Ethnography is a study through

direct observation of users in their
natural environment rather than
in a lab. The objective of this type
of research is to gain insights into
how users interact with things in
their natural environment.
Aim of Ethnographic Research

•  This research provides an in-depth

insight into the user’s views and
actions along with the sights and
sounds they encounter during their
day. It provides the researcher with an
understanding of how those users see
the world and how they interact with
everything around them.
Two methods for observations

• Passive Observation
• Contextual Interviews
Passive Observation

• Passive observation which can also be known as

‘shadowing’ is where a user or users are shadowed
while they go about their everyday tasks observed by
a researcher.
Contextual Interviews

• Contextual interviews are where the

researcher will interact with users while
observing them going about their everyday
tasks.
Advantages of Ethnography
Research

• Ability to see first-hand how users interact

with technology in their natural environment
• Identify unexpected issues that you might
not have encountered in a usability test
• Opportunity to test new product ideas before
they are released to the market to see what
demand is like
Disadvantages of Ethnography
Research

• Because there is a greater insight into the

user it takes much longer to generate and
analyse all the findings.
• Short studies may not get a user acting
naturally as they are aware of the
researchers present.
• The cost of conducting ethnographic studies
is typically much higher than conducting a
usability test.
References

• https://www.experienceux.co.uk/faqs/what-
is-ethnography-research/
• https://www.youtube.com/watch?v=RrC9I8YL
65Q
• https://www.youtube.com/watch?
v=0n0EcEt8kFU