Ethnography
Qualitative research methods that give insights into someone's life and how they interact with the world.
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Qualitative research methods that give insights into someone's life and how they interact with the world.
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Ethnography is a broad research approach (rather than a methodology per se) that allows us to get closer to the everyday reality of people in a system. Ethnography includes a variety of qualitative research methods such as semi-structured interviews, participatory observation and focus groups that can be combined in order to give us insights into someone’s life and how they interact with the world (and systems) around them. Ethnography tells us about what makes people tick (such as values, attitudes, norms) and their motivations, actions and behaviours.
Examples of ethnographic research methods can be found below.
Interviews are a fundamental research method for direct contact with users or stakeholders, to collect the personal accounts of their experiences, attitudes, opinions and perceptions.
For more information on how to conduct an interview, click on the link below:
The has a focus group template available here:
An observation template from the can be found here: