Ethnographic Observation

Ethnography is entering the world of product development as a highly valuable research method. By observing people in natural settings, valuable information is obtained about their behavior and needs.

Why is ethnography useful?

It is particularly useful when in the initial phase of product development, allowing new ideas and business opportunities to be identified. It also helps to fully understand the needs and behaviors of target users, evaluate prototypes and collect feedback, and even improve the user experience of an existing product.

How is an ethnographic study conducted?

Design: Define the objectives, research questions, and data collection method.

Recruitment: Identify participants who reflect the product's target audience.

Field research: Observe participants in their natural environment, collecting data through interviews, notes, and other methods.

Data analysis: Identify patterns and themes in the data collected.

Presentation of results: Communicate the results to the design and development teams.

What are the advantages?

• Allows you to gain a deep understanding of users and their behavior.

• Helps identify new problems to solve.

• Contributes to the development of products that are more in line with user needs.

• Improves the overall user experience.

Tools and logistics:

• Data collection tools: Apps, tablets, recorders, cameras.

• Analysis tools: Qualitative coding software and statistical analysis software.

• Logistics: Planning trips, accommodation, transportation, etc.

Ethnography vs. other research methods:

Ethnography is distinguished from other methods by its emphasis on observation in the natural setting. Field studies are conducted "in the field", while ethnography takes place over a longer period of time.

Ethnography is a valuable tool for developing better products that are centered on user needs. To learn more about the topic, the article provides several useful resources.