What is Ethnographic Study?
Ethnography study involves observing people in their own environment to understand their experiences, attitudes, and daily practices. This method can give deeper insights and information about a particular context, group, or culture.
A qualitative research methodology of observing users in their natural habitat to understand their behavior. An ethnography study examines the entire setting rather than a single digital product in isolation. It focuses on exploring experiences- how one might use the product in practice, not testing conjectures. It is usually informed by specific research questions and theories. This may involve a detailed investigation of one or a few cases - these could be people or places.
Ethnography involves a range of specialized techniques. You have to decide which method to use. It will depend on:
- assessment and evaluation questions
- study of setting
- Availability of participants and materials
Research may include document analysis - for example, reading all documents from healthcare board meetings, or starting with an organizational chart.